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Development of the Consumers’ Risk Information Acceptance and Reaction Measurement According to Risk Communication Types

  • Crisisonomy
  • Abbr : KRCEM
  • 2016, 12(7), pp.77-92
  • Publisher : Crisis and Emergency Management: Theory and Praxis
  • Research Area : Social Science > Public Policy > Public Policy in general

Song Eugene 1 Yoo, Hyun-jung 1

1충북대학교

Accredited

ABSTRACT

Since the risks in a modern society are quite specified, consumers depend on the risk communication provided by mass media. As science and technology advance, the importance of risk communication provided by mass media is growing. This study categorizes the risk communication types and develops the index of measuring consumer responses based on these types. The index consists of six factors: risk perception, social trust, information acceptance, anxiety, safety attitude, and safety behavior. The index is utilized in measuring the consumer responses based on the types of risk communication in the case of a risky accident and the data collected through this index are accumulated and analyzed. We expect that the strategies to help consumers gather the true information about products play a role of building the trust of consumers toward producers and the source of information restore the trust from consumers. In a market, therefore, the unstable factors, hindering social trust will be eliminated in our society.

Citation status

* References for papers published after 2022 are currently being built.