Three cases of food safety issue occurred in South Korea were chosen to test whether message frames influence on consumers’ purchasing intention. In addition, this study not only investigates the relationships among constructs, but also evaluates the path coefficients of rela-tionships. Empirical Results indicates that consumers’ intention to purchasing was negatively affected by message frames including negative headline, negative information and less amount of information. Also, knowledgeable group was more sensitive to prior-knowledge with respect to their attitude than other group when there are food risks around. Group received negative mes-sage reacted more sensitively to trust than group received relatively positive message.