| Abstract | 第8页 |
| 摘要 | 第9-10页 |
| Chapter Ⅰ Introduction | 第10-13页 |
| 1 Background | 第10-11页 |
| 2 The purpose and significance | 第11页 |
| 3 Research ideas and content | 第11-13页 |
| Chapter Ⅱ Literature review | 第13-21页 |
| 1 Consumer behavior | 第13-14页 |
| 2 Consumer's perceived risk | 第14-15页 |
| 3 Consumer's information seeking behavior | 第15-17页 |
| 4 The relationship between consumers' perceived risk and information seeking behavior | 第17-21页 |
| Chapter Ⅲ Data and methods | 第21-26页 |
| 1 Research design | 第21页 |
| 1.1 Research subject | 第21页 |
| 1.2 Research method | 第21页 |
| 2 Sample collection | 第21-24页 |
| 3 Questionnaire | 第24-26页 |
| Chapter Ⅳ Results and discussion | 第26-44页 |
| 1 The demographic profile of the respondents | 第26-28页 |
| 2 Consumers' food safety perceived risk | 第28-35页 |
| 2.1 Descriptive statistics | 第28-31页 |
| 2.2 Factor analysis of consumers' food safety perceived risk | 第31-32页 |
| 2.3 Simple correlation of consumers' characteristics affect to food safety perceived risk | 第32-33页 |
| 2.4 ANOVA test of the correlation between respondents' characteristics and their food safety perceived risk | 第33-34页 |
| 2.5 Summary | 第34-35页 |
| 3 Consumers' food safety information seeking behavior | 第35-39页 |
| 3.1 Descriptive statistics | 第35-37页 |
| 3.2 Factor analysis of Consumers' food safety information seeking behavior | 第37-38页 |
| 3.3 Summary | 第38-39页 |
| 4 Consumers' food safety information seeking behavior and influencing factors | 第39-44页 |
| 4.1 Simple correlation of information seeking behavior and influencing factors | 第39-41页 |
| 4.2 The factors affect consumers' food safety information seeking behavior | 第41-42页 |
| 4.3 Summary | 第42-44页 |
| Chapter Ⅴ Conclusion and suggestion | 第44-45页 |
| References | 第45-52页 |
| Appendices | 第52-55页 |
| Acknowledgements | 第55-56页 |
