中国消费者抢购名牌商品行为不断增加，在食品市场中也有类似的表现。同时，越来越多的消费者开始了解食品安全认证，购买具有安全认证标签的食品。通过构建一个包含消费者食品安全风险感知、政府公共管理信任的分析框架，解释了中国消费者的品牌与安全认证食品的购买行为，在此基础上通过GSEM模型分析了风险感知、政府公共管理信任与食品购买行为之间的关系。研究发现，消费者购买品牌食品与安全认证食品的机制并不一样。品牌是企业质量担保，食品安全风险感知是影响消费者品牌食品购买次数的重要因素；而安全认证是政府质量担保，政府公共管理信任是影响消费者安全认证食品次数的重要因素。同时，不同性别、年龄、教育程度消费者的食品安全风险感知与政府公共管理信任具有显著差异。%Chinese consumers′preference in buying brand names has become an increasingly common phenome-non in the food market as well. Meanwhile, more and more consumers began to learn of food safety certification and tend to purchase certified food. By building an analytical framework containing consumer perception of food safety risks and the government′s public trust management, the paper explains the behavior of Chinese consumers buying brand names and food with safety certificate and analyzes the relationship among the factors with a GSEM model. It is found that consumers′purchasing is different from the mechanism of food safety certification. Brand is the quality assurance of an enterprise, in which food safety risk perception is an important factor affecting con-sumers′brand choice; in contrast, food safety certification is a guarantee from the government, while govern-ment′s public trust management is an important factor affecting consumers′choice. In the meantime, consumers′gender, age and education level significantly affect their food safety risk perception and trust in the government′s public administration.
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