消费者感知视角下网络餐饮服务监管效果评价指标及其影响因素

Evaluation Indicators and Influencing Factors of Supervision Effect of Online Catering Services from the Perspective of Consumer Perception

基于消费者感知视角,探究网络餐饮服务监管效果评价指标及其影响因素。通过对1313份有效问卷的因子分析,得出了合规性、透明性、有效性、信誉评价四个监管效果评价指标,以及政府监管、平台及社会监督两个影响因素。提出了影响因素与监管效果评价指标之间的假设,回归结果表明:政府监管、平台及社会监督对合规性、透明性、有效性、信誉评价均有显著正向影响。提出了提高监管过程和监管结果的透明度、加强智慧监管、加大处罚力度、赋予平台更大的监管权限和增加网络餐饮服务监管主体等提升监管效果的监管对策。

From the perspective of consumer perception,the evaluation indicators and influencing factors of the supervision effect of online catering services were explored.Through the analysis of 1313 valid questionnaire data,four regulatory effect evaluation indicators—compliance,transparency,effectiveness and reputation evaluation,and two influencing factors—government supervision,platform and social supervision,were obtained.The hypothesis of influencing factors on the evaluation indicators of supervision effect was put forward.The regression result shows that government regulation,platform and social supervision have significant positive impact on compliance,transparency,effectiveness and reputation evaluation.To improve the supervision effect,supervision countermeasures were proposed including improving the transparency of supervision processes and results,strengthening smart supervision and reinforcing punishment efforts,giving platforms greater supervision authority,and increasing the supervision body of online catering services.