消费者乳制品质量安全信任违背的引致性因素分析——基于不同受信主体的视角  

Analysis on Influencing Factors of Consumer Trust Violation in the Quality and Safety of Dairy Products Based on Different Trusted Subjects

作　　者：姜冰[1] 李翠霞[1] 

机构地区：[1]东北农业大学经理管理学院,黑龙江哈尔滨150030

出　　处：《中国流通经济》2016年第5期44-52,共9页China Business and Market

基　　金：国家自然科学基金项目"基于粮食安全的东北地区养殖业与粮食生产良性竞协发展机制研究"(71173035);国家软科学研究计划"中国乳业区域集群效应研究"(2010GXQ5D330)

摘　　要：消费者对乳制品质量安全的信任违背是制约乳制品行业市场活力的重要因素。本研究以供应链主体和政府监管主体为研究对象,以消费者信任违背的引致性因素作为研究主题,根据12个省市区510个城镇居民的调查数据,在对消费者个体特征、消费特征、消费者信任信念、消费者信任倾向及信息渠道认知进行梳理的基础上,运用最优尺度回归模型,剖析消费者信任违背的引致性因素。统计结果显示,消费者的受教育程度、食用次数、食用经历、对政府和亲友信息的信任程度、消费者对未来的预期、对供应链主体和政府监管部门的信任程度等因素对消费者信任违背程度具有显著影响,其中,基于不同受信主体信任违背的归因主要表现在相关主体的内部规范生产和管理水平、外部信息沟通和消费者关系维护等方面。Consumer trust violation in the quality and safety of dairy products is one of the important factors that restrict the dairy industry market dynamics. Taking supply chain and government regulators as the research objects, and consumers trust violation factors as the research subjects, based on the survey data of 510 urban residents in 12 provinces and cities, the authors tease out the individual features, consumption features, consumer trust belief, consumer trust tendency and the information channel cognition. And with the help of the optimal scale regression model, the authors analyze the influencing factors of consumer trust violation. Statistical results show that influencing factors of trust violation are mainly affected by consumers＂ level of education, consumption times, consumption experience, the degree of trust in the government information, the degree of trust in friends and family information, consumers＇ expectations for future consumption, and their trust in supply chain subject and government regulators. Among them, the different trusted subjects＇ trust violation attributions are in internal specified production and management, external information communication and customer relationship maintenance, etc.

关 键 词：乳制品 质量安全 消费者 受信主体 信任违背 

分 类 号：F273.2[经济管理—企业管理]