政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57938

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57938

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57938

Title:	政府風險溝通模式建構民眾對「食品安全議題」之認知與行為研究 A Tentative Risk Communication Model : The Consumer’s Food Risk Perception and Prevention Behaviors
Authors:	廖翎
Contributors:	鄭自隆廖翎
Keywords:	政府風險溝通食品安全議題風險認知風險行為
Date:	2012
Issue Date:	2013-05-01 11:42:01 (UTC+8)
Abstract:	本研究探討影響消費者產生不同食品風險議題認知及造成規避行為差異之原因及消費者風險認知與其行為之關聯，並根據上述資料分析結果，試擬7風險傳播策略。研究結果呼應過去研究發現，女性在風險認知較男性為高。而教育程度和受訪者個人收入分析發現，本次研究結果幾乎呈現高學歷、高風險認知，高收入、高風險認知的情形。然而，年齡雖能作為解釋食品風險認知差異的因子，但因議題類型不同，年齡高低與風險認知高低並無存在絕對關係。消費者風險認知與規避行為關聯分析顯示民眾對於食品風險議題有可能產生「認知—行為」不一致的情況。而從風險行為分析來看，性別差異會導致行為差異，女性較男性行為謹慎小心。其餘分析因子（年齡、教育水平、個人收入）雖然有所影響，但與民眾的風險行為並無特定線性關聯。本研究建議應持續針對風險認知較低者進行宣導，強化民眾認知與風險行為間連結，鼓勵其透過生活實際行動落實風險概念，並且應嘗試給予誘因，促進民眾行為改變，貫徹風險預防的理想。
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Description:	碩士國立政治大學廣告研究所 99452012 101
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0099452012
Data Type:	thesis
Appears in Collections:	[Department of Advertising] Theses

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