消费者对大米质量安全的满意度测算——基于北京、长沙和成都三地的问卷调查

Measuring Consumer Satisfaction of Rice Quality: Based on Investigations Conducted in Beijing,Changsha and Chengdu

利用北京、长沙和成都三地大米的调研数据,通过描述性分析细致梳理消费者食品安全的认知状况,并基于PLS-SEM方法构建消费者满意度模型,进行各变量间的路径分析,最终测算出消费者对大米的满意度指数。结果表明:大米质量供给不能充分满足消费者的质量需求,因此,消费者对大米的满意度指数较低;消费者对大米安全现状的满意实际上是一种没有选择或者是被动选择的满意,而非高忠诚度的满意。在此基础上提出相应的政策建议。

Through describing data on rice safety collected from Beijing,Changsha and Chengdu,the paper analyzed consumers＇ cognition of food safety and conducted the test of reliability. Then,based on PLS-SEM method,the parameter of the model was evaluated,and path analysis was adopted to calculate the relationship between variables and establish the consumer satisfaction index of rice. The conclusion shows that the quality of rice supplied fails to meet the demand,and widespread concern over food safety results in a low satisfaction index rate. Consumers＇ satisfaction is passive in that it does not derive from a positive satisfaction with high loyalty. Finally,suggestions are proposed from the views of academics,consumers,government,and enterprises.