直播电商新业态下食品安全问题的归因定位研究——基于518个食品安全事件的实证分析

Research on Attribution and Positioning of Food Safety Issues in the New Format of Live E-commerce——Empirical Analysis Based on 518 Food Safety Incidents

针对近年我国直播电商食品安全问题,搜集整理了2018—2021年发生的518个直播电商食品安全事件,利用失效模式和影响分析法分析直播电商食品安全问题的关键控制点,构建SC-RC判别与定位矩阵识别直播电商食品安全的薄弱环节。研究表明:直播电商食品安全问题的关键控制点为卫生环境不规范、主播选品不严格、使用不合格原料、平台检验不当;薄弱环节为直播销售环节的虚假宣传、主播选品不严格、检测制度不健全、造假。据此,提出加强直播平台对主播的审核查验、创新直播电商行业监管方式、建立直播电商食品安全的跨界合作治理体系等建议。

In response to the live e-commerce food safety issues of China in recent years,518 live e-commerce food safety incidents from 2018 to 2021 were collected and sorted out,the key control points of live e-commerce food safety issues were analyzed by using the failure mode and effects analysis method,and the SC-RC discrimination and positioning matrix was constructed to identify the weak links of live e-commerce food safety.The research conclusion shows that the key control points of food safety issues in live broadcast e-commerce are non-standard sanitation,non-strict selection of anchor products,unqualified raw materials,and improper platform inspection;the weak links are false publicity in live broadcast sales and non-strict selection of anchor products,the imperfect testing system and fraud.Accordingly,suggestions have been made to strengthen the review and inspection of anchors by live broadcast platforms,innovate the supervision mode of the live broadcast e-commerce industry,and establish a cross-border cooperative governance system for food safety of live broadcast e-commerce.