转基因食品安全性事件的同伴效应及对信息分享行为的影响机制研究：社会影响的视角

In face of a information environment full of uncertain factors, there are important significance to enhance GMO risk communication and safety management by correctly grasping the influence of peer effects in safety events for GM food, about which has become a forward direction in the theory of consumer behavior. However, existing studies mainly emphasize the effects of tradional media, and the analysis of the generation mechanism of peer effect is still insufficient enough, which are more scarce based on the background of Chinese information environment. Based on the theory of social impact, this research taking peer as a core element explores the internal effect mechanism of peer on the consumer judgment and processing pattern for genetically modified food information, thereby affecting consumers risk perception and attitudes of behavior under social online and offline. Meanwhile, the research analyzes the relationship between the individual affective and peer effects, the regulatory role of product attributes and peer relation based on the risk perception from the theoretical and empirical aspects. Furthermore, the research dynamically analyzes the evolution of the effect of peer effects on consumer decision dynamic analysis based on specific typical case. The research does not only develop the theoretical perspectives in the field, also provides strong theoretical basis for the government to build structural adjustment policies for GM crop industry and mechanism for GM food risk communication from the view of food security.

在高度不确定的信息环境中，正确把握转基因食品安全性事件中同伴效应的作用机制对加强转基因风险交流与安全监管具有重要意义，相关研究已成为消费者行为理论的一个前沿方向。但现有研究主要强调传统媒体的传递效应，对信息的同伴效应发生与作用机理的分析尚不够深入，基于中国信息情境的研究更是鲜见。本项目基于社会影响理论，以中国情境为研究背景，将同伴影响作为核心要素，探讨现实情境和实验情境两种信息环境下转基因食品安全性事件的同伴效应，进而揭示其对公众风险感知及态度行为转变、信息传播与搜寻行为的内在机理与外部表现；同时，对个体情绪与同伴影响之间的关系、产品的利益特征和同伴关系等变量的调节作用等问题也进行了理论与实证探索；另外，针对具体典型案例，对安全事件下的同伴影响效应的演化规律进行动态分析。上述研究拓展了该领域的理论视角，也为政府构建基于安全监管的转基因作物产业发展策略和转基因风险交流框架提供有力的理论依据。

在高度不确定的信息环境中，正确把握转基因食品安全性事件中同伴效应的作用机制对加强转基因风险交流与安全监管具有重要意义，相关研究已成为消费者行为理论的一个前沿方向。但现有研究主要强调传统媒体的传递效应，对信息的同伴效应发生与作用机理的分析尚不够深入，基于中国信息情境的研究更是鲜见。本项目基于社会影响理论，以中国情境为研究背景，将同伴影响作为核心要素，探讨现实情境和实验情境两种信息环境下转基因食品安全性事件的同伴效应，进而揭示其对公众风险感知及态度行为转变、信息传播与搜寻行为的内在机理与外部表现；同时，对个体情绪与同伴影响之间的关系、产品的利益特征和同伴关系等变量的调节作用等问题也进行了理论与实证探索；另外，针对具体典型案例，对安全事件下的同伴影响效应的演化规律进行动态分析。上述研究拓展了该领域的理论视角，也为政府构建基于安全监管的转基因作物产业发展策略和转基因风险交流框架提供有力的理论依据。

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