食品風險資訊表達型態對民眾風險知覺之影響

Risk Information Disclosure Formats Effect on Perceived Risk: Using Food Safety Risk Communication As an Example

楊雅嵐(Ya-Lan Yang)

指導教授 ： 林希偉

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2011年)

摘要

風險溝通形式對被溝通者（或決策者）的知覺及行為有所影響，而資訊本身及其呈現亦會成為風險認知形成與風險管理介入時的關鍵。因此，如能注意並善用風險上的溝通形式，社會、企業以至個人都能更有效的進行溝通、對風險有正確的認知、也能促成更理性的決策。
本研究以一般食品消費者為研究對象，採二因子實驗設計（2×2）探討數值資訊型態與言語措詞框架兩個因素對於風險知覺的影響。研究中共發放300份問卷，每一實驗情境受測者為75人，扣除無效問卷後共回收296份問卷。另外，由於實驗中同時衡量資訊來源的信任程度與信任傾向兩項干擾變項，因此採用二因子共變異數分析（two-way ANCOVA ）檢驗交互效果。
研究結果顯示雖然數值資訊型態與言語框架各自對風險知覺沒有顯著的主要效果，但卻有顯著的交互效果。本研究亦支持情感擔憂有部分中介風險知覺對行為決策影響的效果。

關鍵字

風險溝通 ； 風險知覺 ； 食品安全

並列摘要

Risk communication formats will influence the perception and behavior on decision-makers. When people manage the risk and form the perceived risk, the information and its disclosure format will be the key factors. Therefore, if people can pay attention to select appropriately about the risk communication format, the community, business and individuals, which can have a more effective communicate and have a more correct perceived risk, and these also can lead them to make more rational decisions.
This study analyzed the result of actual food consumers. We use two factors design（2×2）to discuss numerical and verbal information format in terms of the influences on the perceived risk. We sent 300 questionnaires, and there are 75 experimental respondents. After excluding the invalid questionnaires, we still received 296 valid questionnaires. In addition, we measured the reliability of sources of information and the trust propensity, and made these two factors as the intervening variables in this experiment. And two- way ANCOVA was conducted to assess the interact effect.
Although the results present numerical and verbal information format, which do not have main effect separately on perceived risk, the two factors have significant interaction effects. This research also supports the relationship between perceived risk and decision behavior was partially mediated by emotional worries.

並列關鍵字

Risk communication ； Perceived risk ； Food safety

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