新《条例》背景下网购化妆品服务质量评价体系构建与监管策略探索

Construction of Online Shopping Cosmetics Service Quality Evaluation System and Exploration of Supervision Strategy Under the Background of Cosmetics Supervision and Administration Regulations

目的:建立网购化妆品电子商务服务质量评价体系,对我国未来化妆品监管制度的进一步完善提出政策建议。方法:通过研究国内外相关文献,采用问卷调查的方法,构建B2C电子商务网购化妆品服务质量评价体系。结果:B2C电子商务网购化妆品服务质量评价体系包含安全性、功效性、互动性、售后跟踪和在线评价五个评价维度,总量表的标准化Cronbach’α系数为0.972>0.9,KMO值为0.910,Bartlett球形检验=2364.852(P<0.001),2个因子的方差解释率值分别是45.228%和33.187%,正交旋转后累积方差解释率为78.416%>50%,问卷量表具有较高的效度和信度,测量模型总体的拟合度较高。结论:相较于食品、药品、医疗器械方面的监管,我国化妆品安全监管的工作能力仍有很大的提升空间,需加强不良反应监测管理,制定安全与功效评价监管策略,构建销售渠道监管体系,广泛宣传社会共治理念。

Objective:Establish an evaluation system of online shopping cosmetics e-commerce service quality and propose policy suggestions for further improvement of future cosmetics regulatory system.Methods:By studying relevant literature domestic and overseas,use the method of questionnaire survey to build the B2C e-commerce online purchasing cosmetics service quality evaluation system.Results:The B2C e-commerce online purchasing cosmetics service quality evaluation system includes five evaluation dimensions,that is safety,efficacy,interactivity,after-sales tracking and online evaluation.The Cronbach’sαcoefficient of the total scale was 0.972>0.9,the KMO value was 0.910,the Bartlett test was 2364.852(P<0.001),and the variance interpretation rates of the two factors were 45.228%and 33.187%,respectively.The questionnaire has high validity and reliability,and the overall fit of the measurement model was high.Conclusion:Compared with the supervision of food,drugs and medical devices,there is plenty of room for improvement in the working capacity of cosmetics safety supervision in China.It is necessary to formulate safety and efficacy evaluation supervision strategies,build a sales channel supervision system,and widely publicize the concept of social co-governance.