ABSTRACTThe Research of Consumers' Perceived Risk about Functional Health Food Jie, Ji Department of Management, Graduated School of Chonbuk National University Academic adviser Professor, So Ye, You Ph. DIn the modern society, because of economic growth, increase in personal income and development of medical technologies consumers' interest in functional health food is spreading more and more rapidly. With the reason of functional health food appearing on a large scale and quickly and lots of fragmentary and exaggerated information without scientific basis having poured out consumers have perceived risk about functional health food in terms of social or health problems. In fact the companys that develop and sell functional health food want to give the existing food a name of 'wellbeing' or 'healthy' so the consumers who want to purchase functional health food become more anxious and begin to pay more and more consideration on functional health food. Therefore, it is necessary to know about the features of consumers who have the knowledge about functional health food and find out the factors of health risk on functional health food. In this article, we discussed the factors of consumers' awareness about functional health food and these factors' effect on perceived risk. Furthermore, we used SPSS Windows 12.0 with 227 participants in Jeonbuk to make an analysis and find the results as below. 1. Consumers with the knowledge and information about functional health food has an effect on perceived risk.2. The source of information of functional health food has an effect on the perceived risk.3. The expected affects of consumers who have in taken the functional health food have influences on the perceived risk. 4. The consumers' interests in health have impacte on the perceived risk.