| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 100 === In recent years, as consumers' health awareness-raising, the public gradually pay more concern with health-related food safety issues. With the concept of risk society, the advanced complex of food science and technology expose human to the risk of food safety, such as mad cow disease, bird flu, duck’s eggs with dioxin pollution, fruits with pesticide pollution, Trans fats, lean meat powder and plasticizer. These events not only affect the food industry but cause t he public panic about food safety, which increase the difficulty to government for making Risk communication and risk government. This study adopts Kim& Gruning’s (2011) problem-solving situational theory, to discuss the relation between public risk perception and behavior of food safety. This thesis uses the importation of Tran’s fats and ractopamine as examples, comparing the result from problem-solving perception process, communication behavior and prevents behavior between two different food safety risk issues to the public.
Method of this study is Questionnaire. In this questionnaire, problem solving cognitive to the public awareness of food safety risk issues, communication and preventive behavior were operated by the researcher, in order to understand the impact of public awareness and behavior. In this study, researcher collected 456 valid samples, the study case were students studied in college of journalism & communication, Shih-Hsin University.
This study findings of public awareness were: 1) Ractopamine problem is more difficult to improve than trans fat problem; 2) other people are more likely to be affected by ractopamine and trans fat than their own; 3) problem awareness of food safety issues affected their communication behavior about active information selection; 4) the involvement of food safety issues affected their communication behavior about active information selection; 5) passive communication behavior is more than active communication behavior on food safety issues; 6) the public was more likely to have information transmission and information-seeking of trans fat issues than ractopamine issues; 7) the communication behavior affected public preventive behavior more than problem-solving cognitive on food safety issues; 8) the more involvement on food safety issues, the more prevention they take; 9) he communication of information sharing couldn't affect public preventive behavior; 10) the information selection of food safety issues affected public preventive behavior.
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