Research On The Behavior Of Food Safety Risk Information Sharing Among Different Groups

In the era of social media,information sharing research is the extension and continuation of human behavior research,information communication research,and public opinion research under the new media environment.With the rapid development of digital technology,unprecedented changes have taken place in the daily life of the public,and the ways of online information sharing have become increasingly diversified.Food safety is an important issue related to the life,health,and safety of every individual.The lowering of the threshold for individuals to share information online by social media has brought both opportunities and challenges to the management of food safety issues.While information is disseminated conveniently,rumors and public opinions are also easily induced and fermented.Food safety risks have become more complex in the age of social media,and targeted governance of food safety issues is necessary and urgent.Therefore,based on the realistic background that food safety issues need to be solved urgently in the era of social media,this paper studied why different groups of people shared differentiated food safety risk information on different social media,which was conducive to the targeted governance of complex and changing food safety issues.In this study,the Mixed Method Research was adopted to explore and demonstrate two stages of quantitative research and qualitative research respectively.The quantitative research adopted a questionnaire survey method to collect sample data and SPSS software to analyze the data.In qualitative research,the semi-structured interview method was used to collect data,and Thematic Analysis Coding was used to code and analyze data.The main research results were as follows:The digital lifestyle could be used to distinguish the population and divide the population into digital technology enthusiasts,digital technology laggards,and digital technology neutrals.The three groups had similarities and differences in the intention of public and non-public sharing of food safety risk information.There were significant differences in public sharing intention between digital technology enthusiasts and digital technology laggards,and significant differences in non-public sharing intention between digital technology laggards and digital technology neutrals.Based on the representativeness of the total number of samples,the significant difference of project scores,and the necessity of practical significance,this study chose the digital technology neutrals as the focus and research object.The results showed that four factors were influencing the tendency of digital technology neutrals to share food safety risk information privately: risk content,subjective perception,risk context,and personal value.The main path of influence was "risk content ? subjective perception ?non-public sharing".The moderating factors were risk situation and personal value.The constraint was risk content.The four influencing factors components and main paths constructed a conceptual model of the influencing factors of the food safety risk information sharing intention of the digital technology neutrals.Based on research findings and conclusions,this paper puts forward suggestions for multiple actors: The government needs to consider both the crowd and the platform to provide effective public opinion governance and monitoring for food safety.The communication platform needs to improve the level of authenticity and error correction to provide a healthy communication platform for food safety.The Communication media need to improve their communication norms and sense of responsibility,to provide a real source of communication for food safety.The information receptors need to improve the ability to distinguish the authenticity of food safety information,hold a "zero tolerance" attitude towards rumors,and facilitate the dissemination of real and useful food safety risk information.