基于关联规则的消费者食品安全满意度研究

Study on Consumers’ Food Safety Satisfaction Based on Association Rule

消费者对食品安全的满意度受哪些因素影响?政府部门的监管措施对于提升消费者的食品安全满意度效果如何?这是当前食品安全严峻形势下极为重要的研究课题。现有研究鲜有对满意度变化趋势的跟踪研究。本文使用关联规则方法对西部某省连续三年的消费者满意度调查数据进行挖掘分析,发现消费者对食品安全的满意度受其文化程度、了解信息的渠道、遭遇不安全食品事件频次等因素影响较大;消费者满意度的变化趋势反映出消费者对食品安全的信心在逐渐增长、维权意识逐渐提升、购买食品时越来越倾向于选择能传递更多信息的产品,同时政府部门的信息公开工作在提升消费者满意度方面成效渐显。研究结论为政府部门制定政策和采取更有针对性的监管措施提供了建议,对有效防控食品安全舆情风险有一定的指导意义。

What factors affect consumers’ satisfaction with food safety? What is the effect of government supervision measures on improving consumers’ satisfaction with food safety? This is an extremely important research topic in the current severe situation of food safety.Few studies have tracked the changing trend of satisfaction. In this paper,association rule method is used to mine and analyze the survey data of consumer satisfaction in a western province for three consecutive years. It is found that consumer’s satisfaction with food safety is greatly influenced by their educational level,channels of gaining information,frequency of encountering unsafe food incidents,etc. The changing trend of consumer’satisfaction shows that consumers’ confidence on food safety is growing,their awareness of safeguarding their rights is rising,and they are more and more inclined to choose products that can convey more information. At the same time,the information disclosure by the regulatory authorities has significantly improved consumer satisfaction. The conclusion of the study can be used by policy makers as a reference to guard against food safety risk.