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Study on Communication Effect of Food Safety Risk in Social Media: the Influence of Response Effort Level on Consumption Willingness Change

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  • FANG,Wenlin
  • SHI,Fengyuan

Abstract

By constructing influence model for communication effect of food safety risk in social media environment, the influences of different response manners taken by relevant enterprises on consumers’ cognition and purchasing intention are analyzed, and influence mechanisms of response effort level, interaction and content reliability on consumers’ attitudes are revealed. Based on quasi-experimental study with three kinds of response effort levels, it is found that content reliability, interaction and effort degree of enterprise response under negative information of food safety event have significant impacts on communication effect and consumers’ purchasing intention.

Suggested Citation

  • FANG,Wenlin & SHI,Fengyuan, 2019. "Study on Communication Effect of Food Safety Risk in Social Media: the Influence of Response Effort Level on Consumption Willingness Change," Asian Agricultural Research, USA-China Science and Culture Media Corporation, vol. 11(03), March.
    • Handle: RePEc:ags:asagre:290288
    DOI: 10.22004/ag.econ.290288
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    Keywords

    Agribusiness;

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