Study On Consumers' Food Safety Risk Perception And Purchasing Behavior Under Fresh E-commerce

In recent years,China's " fresh e-commerce " has flourished.After the exploratory period,high-speed development period,and market reshuffle period,the fresh ecommerce industry has entered a period of transformation and upgrading.In response,food safety risks have expanded from traditional offline to online.According to the survey conducted by iResearch,76.8% of consumers are worried about the quality of fresh food purchased online.Therefore,graduate students' fresh food e-commerce consumer food safety risk perception and purchase behavior,to determine which factors affect the risk perception of consumers' fresh online shopping,how consumers' risk perception affects consumers' purchasing behavior A topic worth studying.Based on the risk perception and purchase behavior of online shopping fresh food,this thesis takes the food safety risk cognition theory and the integrated technology acceptance and use model(UTAUT model)as the theoretical basis,and uses empirical research methods to combine research in related fields at home and abroad.The results are to study the risk-influencing factors of consumers' online shopping fresh food risk and the purchasing behavior based on risk cognition,to clarify the key points of consumers' safety cognition when purchasing fresh food online,to construct a risk perception model of online shopping fresh food and based on Cognitive purchasing behavior model,and put forward rationalization suggestions based on the model verification results,to achieve the purpose of promoting food safety supervision information exchange,improving the quality control ability of fresh food,and improving the marketing and publicity level of fresh platform.The main research contents and innovations of this thesis are as follows:(1)Based on the risk cognition theory,combined with the characteristics of fresh food online shopping,consumers' online shopping is established from five aspects: knowledge level,product information risk attitude,participation level and consumer trust.The risk perception level model of fresh foods explores the similarities and differences between risk-recognition of online shopping for fresh foods and traditional supermarkets.(2)Based on the risk cognitive facet theory and the UTAUT model,the online shopping behavior model of consumers' fresh foods is established from the aspects of performance expectation,hard work expectation,social impact,risk perception,promotion factors and purchase intention.The impact of cognition on purchase behavior.(3)The thesis uses the structural equation model to establish the first-order and second-order confirmatory factor analysis models.The data is obtained through questionnaire survey and the data is preprocessed by SPSS22.0 software.The confirmatory factor analysis model is performed by AMOS21.0 software.Inspection and correction prove the rationality of the index architecture thus improving the scientific nature of the model construction and the accuracy of the evaluation results.It is more representative and persuasive to propose rationalization suggestions based on the path influence coefficient between the indicators.