CAJ | 학술논문

消费者信任是安全认证食品市场发展的基础与关键所在。文章以青岛市262个样本为例,分析了消费者对政府监管效果、生产商行为特征与声誉、认证方行为特与声誉等问题的态度与评价,并以此为基础研究了这些因素对消费者信任的影响。结果表明,消费者对政府、生产商与认证机构等主体行为的满意度评价总体较低;政府监管评价对消费者信任影响较为显著;生产商行为特征与声誉对消费者信任的影响反而高于认证机构。规范认证行业发展,加强监管力度,构建有效认证体系,增强消费者信任成为当前政策亟需解决的关键难题。
소비자신임시안전인증식품시장발전적기출여관건소재。문장이청도시262개양본위례,분석료소비자대정부감관효과、생산상행위특정여성예、인증방행위특여성예등문제적태도여평개,병이차위기출연구료저사인소대소비자신임적영향。결과표명,소비자대정부、생산상여인증궤구등주체행위적만의도평개총체교저;정부감관평개대소비자신임영향교위현저;생산상행위특정여성예대소비자신임적영향반이고우인증궤구。규범인증행업발전,가강감관력도,구건유효인증체계,증강소비자신임성위당전정책극수해결적관건난제。
The consumer＇s trust is the foundation of organic food market development.The article took the Qingdao 262 samples as an example,has analyzed the consumer＇s attitude towards the government supervision effect,the producer＇s characteristic and prestige and the certification bodies＇ characteristic and prestige.The result indicated that the degree of consumers＇ satisfaction to the government,producer and certification body is low.The government supervision has remarkably influenced on consumer＇s trust.The producer＇s characteristic and prestige have more influence on consumer＇s trust than the certification bodies.Regulating the development of certification body,strengthening the supervision,constructing the effective authentication system,and enhancing the consumer＇ trust become the crucial problem that the current policy needs to solve.