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论文编号：	9979
作者编号：	2120162681
上传时间：	2018/6/6 14:26:27
中文题目：	“网络订餐”模式下消费者食品安全风险感知对购买意向的影响研究
英文题目：	Research on the Influence of Consumers'' Food Risk Perception on Purchasing Intention under "Online Meal Ordering" Model
指导老师：	刘彦平 副教授
中文关键字：	网络订餐；风险感知；购买意向；结构方程模型
英文关键字：	Online meal ordering; Risk perception; Purchase intention; Structural equation model
中文摘要：	随着电子商务技术与“互联网+”概念的发展，许多传统行业都发生了巨大的变化，其中餐饮行业的变化尤为明显。许多传统餐饮商家都在“互联网+”的帮助下成功扩展了线上业务，电子商务技术推动了新型线上餐饮模式的发展，网络订餐用户的陡增为外卖行业的发展给予了强劲动力，以外卖平台美团为例，在2014年至2017年短短的三年内，其日订单量就由300万增长到1255万单，用户规模从1.62亿增长到了3.01亿。网络订餐模式的出现彻底改变了人们的就餐习惯，但是同时，迅速扩张的外卖市场却也极大地增加了食品安全风险，各大外卖平台不断曝出的食品安全丑闻引起了消费者的恐慌，降低了对网络订餐的信任，所以深入的探究消费者的食品安全感知及影响因素并做出策略调整，成为了商家关注的一个重要问题。 本文在此背景下，对网络订餐的食品安全风险感知及其影响因素，相互作用机理进行了研究。首先对国内外的食品安全问题和网络订餐下的食品安全等相关研究进行梳理、总结和评述，之后在相关理论的基础上对网络订餐用户的风险决策过程进行详细分析，通过分析确定用户风险决策过程的核心要素，然后构建研究的实证概念模型并参考经典量量表设计问卷，借助统计分析软件SPSS20.0与AMOS24.0对有效数据进行深度分析，最后梳理了研究结论与不足。本研究从消费者的角度，揭示了风险决策过程，探究了外卖食品的风险感知现状及特点，构建了外卖食品的风险决策及感知模型，拓展了网络订餐问题的理论基础与研究方法，丰富了线上食品购买问题的研究视角。 最终，得到以下结论：（1）风险感知通过态度间接影响购买意向，食品安全知识积极影响用户的购买意向；（2）网络订餐用户对外卖食品的信任程度较高，总体处于低风险感知水平；（3）相比于政府，消费者更相信餐饮服务提供者；（4）在风险感知方面，男性高于女性，高收入用户高于低收入用户。最后根据研究结论向线上餐饮服务提供商、外卖平台及食品安全监管部门机构提出了管理建议。
英文摘要：	With the development of e-commerce technology and the concept of “Internet+”, many traditional industries have undergone a tremendous changes, among which the change in the catering industry is particularly evident. Many traditional catering businesses have successfully expanded their online business with the help of “Internet +”. E-commerce technology has promoted the development of new online catering models. The sharp increase in online meal ordering users has given strong momentum to the development of the take-out industry. For example, in the short period of three years from 2014 to 2017, the sales volume of the Meituan takeout increased from 3 million to 12.55 million, and the user scale increased from 162 million to 301 million. The emergence of online meal ordering has completely changed people's dining habits, but at the same time, the rapid expansion of the takeout market has also greatly increased food safety risks. The food safety scandals that continue to be exposed by major takeout platforms have caused consumers to panic and reduced Because of the trust in online meal ordering, it has become an important issue for merchants to deeply explore consumer perceptions and influencing factors of food safety and make strategic adjustments. In this context, this thesis studies the food safety risk perception and its influencing factors and interaction mechanism of online meal ordering. Firstly, this thesis combines, summarizes and makes comments on food safety issues under online meal ordering mode at home and abroad, and then analyzes the risk decision-making process of online meal ordering users based on relevant theories. Through analyzing core elements of the process, thesis constructs the empirical model of the study and designs questionnaire. Then, thesis analyses collected data in depth using statistical analysis software SPSS20.0 and AMOS24.0.This thesis reveals the risk decision-making process from the perspective of consumers, explores the status and characteristics of risk perception of takeout foods, constructs risk decision-making and perception model of takeout foods, and expands the theoretical basis and research methods of online meal ordering issues as well as the research perspectives. In the end, the thesis gets the following conclusions : (1) Risk perception indirectly influences purchase intentions through attitudes. food safety knowledge positively influences users' purchase intentions. (2) Online meal ordering users have a higher degree of trust in selling food, and the overall level is low-risk perception level. (3) Between governments and food service providers, consumers are more trusting of food service providers. (4) In terms of risk perception, men are higher than women, and high income users are higher than low income users. Finally, according to the thesis findings, the management recommendations were put forward to online catering service providers, takeout platforms and food safety supervision department.
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