CAJ | 학술논문

利用北京、长沙和成都三地大米的调研数据，通过描述性分析细致梳理消费者食品安全的认知状况，并基于PLS－SEM方法构建消费者满意度模型，进行各变量间的路径分析，最终测算出消费者对大米的满意度指数。结果表明：大米质量供给不能充分满足消费者的质量需求，因此，消费者对大米的满意度指数较低；消费者对大米安全现状的满意实际上是一种没有选择或者是被动选择的满意，而非高忠诚度的满意。在此基础上提出相应的政策建议。
이용북경、장사화성도삼지대미적조연수거，통과묘술성분석세치소리소비자식품안전적인지상황，병기우PLS－SEM방법구건소비자만의도모형，진행각변량간적로경분석，최종측산출소비자대대미적만의도지수。결과표명：대미질량공급불능충분만족소비자적질량수구，인차，소비자대대미적만의도지수교저；소비자대대미안전현상적만의실제상시일충몰유선택혹자시피동선택적만의，이비고충성도적만의。재차기출상제출상응적정책건의。
Through describing data on rice safety collected from Beijing,Changsha and Chengdu,the paper analyzed consumers’ cognition of food safety and conducted the test of reliability. Then, based on PLS?SEM method,the parameter of the model was evaluated,and path analysis was adopted to calculate the relationship between variables and establish the consumer satisfaction index of rice.The conclusion shows that the quality of rice supplied fails to meet the demand,and widespread concern over food safety results in a low satisfaction in?dex rate.Consumers’satisfaction is passive in that it does not derive from a positive satisfaction with high loyal?ty.Finally,suggestions are proposed from the views of academics,consumers,government,and enterprises.