Table 5.

The measure items of level of risk reduction preference.

Dimension		Item Description
Level of risk reduction preference	1.	To find the previous purchase of the stores or street vendors to buy.
	2.	To the well-known stores, such as large supermarkets to buy.
	3.	We will buy in those stores which will guarantee your money back if you are not satisfied with the quality.
	4.	Buy the chicken products with the brand.
	5.	Buy the chicken products with the brand which friends suggested.
	6.	Buy the chicken products which chicken authoritative experts suggested.
	7.	Purchase chicken products with the origin of information.