Department of Strategic Communication, School of Communication, University of Miami, Coral Gables, FL, USA.
Department of Advertising and Public Relations, Grady College of Journalism & Mass Communication, University of Georgia, Athens, GA, USA.
Health Mark Q. 2022 Jul-Sep;39(3):263-279. doi: 10.1080/07359683.2022.2053805. Epub 2022 Mar 27.
This study investigated young millennials' risk perception, benefit perception, and purchase intention toward GM foods by testing the effects of source credibility and risk attitude. By comparing two samples collected in the U.S. ( = 207) and China ( = 242), we found that source credibility positively influenced benefit perceptions of GM foods among Chinese millennial consumers. Results also revealed risk attitude significantly influenced both American and Chinese millennial consumers' intention to purchase GM foods. Furthermore, a significant interaction effect between source credibility and risk attitude was found on Chinese millennial consumers' risk perception of GM foods.
本研究通过测试来源可信度和风险态度的影响，调查了年轻的千禧一代对转基因食品的风险认知、收益认知和购买意愿。通过比较在美国（ = 207）和中国（ = 242）收集的两个样本，我们发现来源可信度对中国千禧一代消费者对转基因食品的收益认知有积极影响。研究结果还表明，风险态度显著影响了美国和中国千禧一代消费者购买转基因食品的意愿。此外，还发现来源可信度和风险态度对中国千禧一代消费者对转基因食品的风险认知存在显著的交互作用。
