本文首先对消费者的风险感知与购买意愿进行了问卷调查研究，基于计划行为理
论，引入信息来源与风险感知两个维度，通过结构方程模型进行计量分析，由此得到主
观规范、信息来源是影响消费者风险感知的主要因素，消费者对食品添加剂的风险感知
显著地影响其对含有添加剂食品的购买意愿。在此基础上，进一步研究信息类型对消费
者风险感知的影响，引入正面信息和负面信息两种不同类型的信息，考虑到问卷调查对
消费者风险感知测度可能存在偏误的缺陷，引入实验拍卖的方法，并采用随机 n价实验
拍卖法，通过模拟真实的市场环境，对问卷调查的研究结论做出进一步验证与发展。本
文研究的主要结论是：
（1）消费者对食品添加剂的风险感知主要是食品生产企业的操作不规范或人为滥
用食品添加剂所致，人源性因素已成为消费者食品安全风险的主要原因
（2）不同来源、不同类型的食品添加剂信息，对消费者食品添加剂风险感知的影
响具有显著差异。因此，及时、准确地发布有关食品安全风险的信息，确保食品安全信
息的准确性与充分流动是有效的食品安全风险交流机制的基础
（3）消费者对食品添加剂的风险感知受其信息的加工能力、对自身与家人健康的
关注程度以及对信息后果预见能力等变量的影响。应当基于消费者群体间的差异，采用
不同的传播途径和传播内容，实施有针对性的措施
关键词：食品恐慌；食品添加剂；消费者风险感知；购买意愿；补偿意愿Abstract
The worldwide food safety incidents have not only led to trade reduction between
countries, but also have caused serious harm to people’s health and life around the world.
Food safety risk has become a global problem. Undergoing profound restructuring and
developing, China has a relatively higher potential to strike by food safety incidents, which
has made the food safety incidents become a widespread community concern. Food additives
play an important role in improving food color, smell and taste, which is known as the soul
of the modern food industry. However, due to widely used in the food industry, food
additives have resulting in food safety risks. In recent years, food safety incidents continue to
occur constantly due to the absence of moral and deliberate abuse of food additives in food
production process, and abuse of food additives has become one of the most feared risks for
consumers. At present, food safety risk in China has become more of a direct/indirect result of
social behavior than a direct result of natural factors, that is, the man- made factor have
become a major factor for food safety. In view of this, this paper chooses food additives as a
subject, takes the consumers in Suzhou City, Jiangsu Province for example, through
questionnaire survey and experimental auction method to study consumer ’s risk perception of
food additives under food scares and analyzes the relationship between risk perception of
consumers and their willingness to purchase and their willingness to accept.
This paper has first studied on consumer’s risk perception of food additives and their
purchase intentions. Based on expanded theory of planned behavior we have conducted a
survey on consumer’s risk perception of food additives. By adding two dimensions and using
Structural Equation model we have studied the relationship between risk perception and
purchase intention. We have found that subjective norms, information sources are the main
factors which influence consumer’s risk perception of food additives and the risk perception
of food additive has significantly affected consumer’s purchase intention. On this basis,
further research has been conducted on the influence of different types of information
introducing the positive and the negative information to the risk perception of consumers.
Since the survey to measure consumer perception of risk exist bias defects, we introduced
experimental auction methods and used a random nth-price auction to verify and further the
conclusion of the survey research under the real market environment. The main conclusions
of this study are:
(1) Consumer's risk perception of food additives derives from irregularly operating by
food production companies or abuse of additives caused by man-made. Human-derived factor
has become the main reason for consumers’ food safety risks perception.
(2) Different sources and types of the information about food additives have different
impact on consumer’s risk perception. Therefore, release the information about food safety
risks timely and accurately, ensure the adequately flowing and accuracy of the information is
the basis for effective food safety risk communication.
(3) Consumer's risk perception of food additives varies with its information processing
capacity, impacted on the attention to their and their family’s health as well as the ability to
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