Empirical Analysis on Consumers' Perceived Risk Dimensions about Food

Perceived risk is an important topic in the study of consumer behavior, and the general dimensions of perceived risks have been found out in the previous research. But whether the overall research results can be applied to specific products such as food needs to be further proved. Based on the existing research results, the paper empirically analyzes consumers' perceived risk dimensions about food product from three aspects of dimensions (overall structure) verification, relationship of among dimensions (internal structure) verification and particularity verification. Then the author surveyed 400 consumers in Liaoning by self-developed questionnaire, and exploratory factor analysis is implemented to analyze the collected data with SPSS 17 and Lisrel. The results showed that the overall structure passed verification, but internal structure failed, demonstrating that consumers' perceived risk dimensions about food product has peculiarity.