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消费者对乳制品质量安全信心,既是重大的民生问题,也是重大的经济社会问题.乳制品安全关系到消费者的健康,近年来我国乳制品安全事件频发,极大地影响了国内消费者的信心,也使乳制品行业受到重创.以我国大部分省市的消费者为研究对象,以消费者信任、行为等相关理论为依据,采用问卷调查的方式采集数据,对回收的有效问卷,通过信度、效度、消费者特征分析和因子分析方法,对我国目前乳制品消费者质量安全信任水平进行测度与分析.研究表明:企业品牌形象、产品质量口感、产品包装、消费者对食品安全的信任、感知价值与满意度等因素对乳制品消费者质量安全信任水平的影响较大;总体来说,我国消费者对于乳制品的信心偏低.针对目前我国乳制品质量安全的实际情况,从社会各主体角度出发,提出了乳制品消费者质量安全信任提升的对策建议.
Consumers ’confidence in the quality and safety of dairy products is both a major livelihood issue and a major economic and social issue. The safety of dairy products is related to the health of consumers. In recent years, the frequent occurrence of dairy product safety accidents in China has greatly affected the domestic consumers’ Confidence, but also the dairy industry has been hit hard.With consumers in most provinces and cities as the research object, based on consumer trust, behavior and other related theories, using the method of questionnaire to collect data, the effective questionnaire recovery, through Reliability, validity, consumer characteristics and factor analysis methods to measure and analyze the current level of trust in quality and safety of dairy consumers in China.Research shows that: corporate brand image, product quality taste, product packaging, consumer safety of food The trust, perceived value and satisfaction of dairy products consumers have a greater impact on the quality and safety of dairy consumers. Generally speaking, consumers in our country have low confidence in dairy products.According to the actual situation of dairy products quality and safety in our country, From the perspective of all social sectors, this paper puts forward countermeasures and suggestions on improving the quality and safety of dairy consumers.