基于DEMATEL模型的安全水产品消费者信任影响因素分析  

Analysis of the Influencing Factors of Consumers' Trust in the Safety of Aquatic Products Based on DEMATEL Model

作　　者：徐敬俊[1] 刘慧慧[1] Quan Xijian 

机构地区：[1]中国海洋大学管理学院,山东青岛266100 [2]College of Management,Ocean University of China

出　　处：《中国海洋大学学报（社会科学版）》2018年第1期68-76,共9页Journal of Ocean University of China(Social Sciences)

基　　金：山东省社科规划项目“绿色发展理念视角下山东省碳汇渔业生态服务价值补偿研究”(17CGLJ16)

摘　　要：随着人们生活水平的不断提高,居民对于水产品的消费由数量型逐渐向质量型转变,水产品作为公共物品,其质量安全问题关乎每一个消费者的利益。为了提高消费者对安全水产品的信任,从而更好地满足消费者对水产品的需求,基于DEMATEL模型,采用问卷调查的方法收集数据分析发现,消费者对水产品信任程度的直接影响因素来自于两个方面,一个是消费者自身的因素,包括对水产品安全问题的了解情况和对自身健康的关注度等;另一方面来自于相关主体的因素,主要是水产品安全标志信任度、品牌知名度、政府提供服务程度等。建议相关主体从提高水产品品牌知名度、增强安全标志的可信度、提升政府服务水平方面改善消费者对水产品的消费现状,以期提高消费者对安全水产品的信任程度。As the living standards are continuously rising,the residents' consumption of aquatic products has transformed from quantity to quality.As public goods,the quality and safety of aquatic products concern every consumer's interests.In order to improve consumers' confidence in the safety of aquatic products and meet consumers' demand for aquatic products,the article adopted a questionnaire survey to collect data based on DEMATEL model.The analysis found that the influencing factors of consumers' trust in aquatic products come from two aspects:one is the consumers' own factors,including the understanding of the safety of aquatic products and their concern over their own health;the other comes from the factors related to the subject,i.e.the trust in aquatic products safety marks,brand awareness,and the services provided by the government.Suggestions are given to the related subject to promote brand awareness of aquatic products,enhance the credibility of safety marks and improve the government services so as to improve the consumers' trust in the safety of aquatic products.

关 键 词：安全水产品 消费者信任 DEMATEL模型 

分 类 号：F323.8[经济管理—产业经济]