Abstract:

In the network era, agricultural product quality and safety incidents occur frequently. In order to promote the government and enterprises to better grasp the social interaction behaviors of consumers, and formulate and improve management measures and policies, this paper used the cognitive-emotion-ideation theory and trust transfer theory as reference, and combined the “muddy ground pickled vegetables” incident. A model of the influence of network social interaction on the risk perception of agricultural product quality and safety was constructed. A total of 406 valid questionnaires were collected. SPSS and AMOS were used to analyze the impact of online social interaction on the perception of agricultural product quality and safety risk, and the mediating role of cognitive trust on the above relationship was explored. The study found that network social interaction had a negative impact on the perception of agricultural product quality and safety risk, cognitive trust had a negative impact on the perception of agricultural product quality and safety risk, and network social interaction had a positive impact on cognitive trust. Cognitive trust could play an intermediary role between network social interaction and the perception of agricultural product quality and safety risk.

Key words: consumers, agricultural product quality and safety, network social interaction, cognitive trust, risk perception