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Consumer Classifications Based on Risk Perception and Safety Behavior in the Risk Perception Attitude Model along with Comparison of Recall Behaviors - Focusing on Industrial Products, Food, Automobiles, and Medicine -

  • Crisisonomy
  • Abbr : KRCEM
  • 2018, 14(2), pp.1-17
  • DOI : 10.14251/crisisonomy.2018.14.2.1
  • Publisher : Crisis and Emergency Management: Theory and Praxis
  • Research Area : Social Science > Public Policy > Public Policy in general
  • Received : November 1, 2017
  • Accepted : February 21, 2018
  • Published : February 28, 2018

JUN SANG MIN 1

1호서대학교

Accredited

ABSTRACT

This study classified consumers based on their levels of risk perception and safety behavior, and examine their recall behaviors for each of the four major product types: industrial products, food, automobiles and medicine. Consumers were categorized into the four groups: indifferent, avoiding, proactive, and responsive. A significant difference was found in age, gender, family income, and education status across the groups. For all the product types, the responsive and proactive groups had higher levels of recall recognition and intention than the other groups, and the responsive group had the highest level of recall participation. In addition, there were differences in recall media across the consumer groups for food and automobile recall; the indifferent group used the major mass media more than the other groups. For all the products and consumer types, the suitability as a recall media was found largest in the major mass media, followed by the personal media and the major portal sites. The responsive and proactive groups gave the highest scores of media suitability.

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