消费者安全认证食品多源信任融合模型研究——以有机食品为例

The Study of Consumer's Trust Decision Model Based on Multi-information Sources——Exampled by Organic Food

消费者信任是安全认证食品市场发展的基础与关键所在。文章以青岛市262个样本为例,分析了消费者对政府监管效果、生产商行为特征与声誉、认证方行为特与声誉等问题的态度与评价,并以此为基础研究了这些因素对消费者信任的影响。结果表明,消费者对政府、生产商与认证机构等主体行为的满意度评价总体较低;政府监管评价对消费者信任影响较为显著;生产商行为特征与声誉对消费者信任的影响反而高于认证机构。规范认证行业发展,加强监管力度,构建有效认证体系,增强消费者信任成为当前政策亟需解决的关键难题。

The consumer＇s trust is the foundation of organic food market development.The article took the Qingdao 262 samples as an example,has analyzed the consumer＇s attitude towards the government supervision effect,the producer＇s characteristic and prestige and the certification bodies＇ characteristic and prestige.The result indicated that the degree of consumers＇ satisfaction to the government,producer and certification body is low.The government supervision has remarkably influenced on consumer＇s trust.The producer＇s characteristic and prestige have more influence on consumer＇s trust than the certification bodies.Regulating the development of certification body,strengthening the supervision,constructing the effective authentication system,and enhancing the consumer＇ trust become the crucial problem that the current policy needs to solve.