基于MLP模型的消费者乳制品风险沟通实证研究

摘要

The deviation of customers' safety cognition is a primary element which leads to the frequently enlargement of safety risk on milk products. As research indicates,both opening the security information on milk products and risk communication are have crucial influences on consumer's risk perception. Therefore,several excellent risk communication strategies,like clear and definite the responsibility of risk management,boosting the participation of risk bearer energetically,strengthen the opening degree of information and increasing the translucent of government decision etc,will help to improve the management efficiency of milk products security risks,protect the healthy development of milk products.%消费者安全认知偏差是导致乳制品安全风险频频被放大的主要原因。研究结果显示，乳制品安全信息公开及风险沟通对消费者风险认知具有重要影响。为此，明确风险管理责任，积极推动风险攸关者参与，加强信息公开、增加决策透明度等良好的风险沟通策略，将有利于提高乳制品安全风险的治理效率，保障乳制品产业健康发展。