区块链技术提升食品电商品牌信任度的关键要素研究  

Research on Key Elements of Blockchain Technology to Enhance Brand Trust of Food E-Commerce

作　　者：王萌 王东阳 WANG Meng;WANG Dongyang(Nutrition&Health Research Institute,COFCO Corporation,Beijing 102209,China;Cereals and Oils Nutrition Sub-Association of CCOA(CONAC),Beijing 102209,China;Institute of Food and Nutrition Development,Ministry of Agriculture,Beijing 100081,China)

机构地区：[1]中粮营养健康研究院,北京102209 [2]中国粮油学会粮油营养分会,北京102209 [3]农业农村部食物与营养发展研究所,北京100081

出　　处：《食品安全导刊》2022年第23期174-176,共3页China Food Safety Magazine

基　　金：北京市科委2020年度北京市创新创业服务机构建设促进专项项目。

摘　　要：随着社会的发展,人们的食品消费需求持续升级,其中电商化和品牌化是食品消费升级的重要特征。然而,在现有中心化的电商管理模式下,因技术局限和利益驱动,消费者在电商消费获得的信息数目有限且不能确保真实,消费者对于电商的品牌信任度存在问题。食品的安全和品质事关人民群众的健康和幸福,因此,食品类相关的电商品牌信任度更为重要。目前国内外对食品电商的品牌信任度的研究也尚显不足。本研究以解决食品电商平台品牌信任问题为导向,研究了当前食品电商品牌信任度存在的问题,分析了区块链技术与品牌信任度直接相关的信息要素,提出了联动机制,以求提升食品品牌信任度,进一步完善食品电商研究体系,并为相关政策制定提供借鉴。With the development of society,people’s food consumption demand continues to upgrade,among which e-commerce and branding are important features of food consumption upgrading.However,under the existing centralized e-commerce management mode,due to technical limitations and interest driven,consumers’ access to information in e-commerce consumption is limited and can not ensure authenticity.There are problems in consumers’ trust in e-commerce brands.The safety and quality of food are related to the health and happiness of the people.Therefore,the trust of e-commerce brands related to food is more important.At present,the research on brand trust of food e-commerce at home and abroad is also insufficient.This research is guided by solving the brand trust problem of food e-commerce platform,investigating the existing problems of current food e-commerce brand trust,analyzing the information elements directly related to blockchain technology and brand trust,and proposing a linkage mechanism to improve food brand trust.The research will help to improve the research system of food e-commerce and provide reference for relevant policy-making.

关 键 词：区块链 食品电商 品牌信任度 

分 类 号：F724.6[经济管理—产业经济] TP311.13[自动化与计算机技术—计算机软件与理论] F426.82[自动化与计算机技术—计算机科学与技术] F273.2