农产品区块链溯源系统基于关联规则的消费者信任研究  

Research on Consumer Trust in Agricultural Product Blockchain Traceability System Based on Association Rules

作　　者：陈琦[1] 王冠楠 王华 CHEN Qi;WANG Guannan;WANG Hua(School of Economics and Management,Dalian University of Technology,Dalian 116024,China;School of Business,Nanjing University,Nanjing 210093,China;Beijing Jingdong Qianshi Technology Co.,LTD,Beijing 100010,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024 [2]南京大学商学院,江苏南京210093 [3]北京京东乾石科技有限公司,北京100010

出　　处：《工程管理科技前沿》2024年第6期1-8,共8页Frontiers of Science and Technology of Engineering Management

基　　金：国家社会科学基金重大资助项目(22&ZD151)。

摘　　要：农产品区块链溯源系统能够有效降低传统溯源系统中溯源信息失效风险,保障农产品安全。但在实际应用中也面临着消费者信任难以建立的问题,严重阻碍了区块链技术在农产品行业的普及和发展。本文利用内容分析、机器学习和关联规则方法,基于期望违背理论,探讨了溯源系统中消费者信任的影响因素及其作用机制。研究发现,农产品区块链溯源系统的信息认证和技术特性能够提升消费者的信任水平。此外,消费者期望违背、农产品地理标志和产品类别在系统特性与消费者信任之间起到显著的调节作用。本文拓展了区块链溯源场景下消费者信任的相关研究,同时也为区块链在农产品溯源领域的进一步落地应用提供新思路。Agricultural product blockchain traceability systems can effectively reduce the risk of information failure in traditional traceability systems and ensure the safety of agricultural products.However,in practical application,it also faces the problem of difficulty in establishing consumer trust,which seriously hinders the popularization and development of blockchain technology in the agricultural product industry.Based on expectation violation theory,this paper uses content analysis,machine learning and association rules to explore the influencing factors and mechanisms of consumer trust in the traceability system.The results show that the information authentication and technical features of the agricultural product blockchain traceability system can enhance the level of consumer trust.In addition,consumer expectation violation,geographical indication of agricultural products and product category play significant moderating roles between system characteristics and consumer trust.This paper not only expands the relevant research on consumer trust under the scenario of blockchain traceability,but also provides new ideas for the further application of blockchain in the field of agricultural product traceability.

关 键 词：农产品区块链溯源系统 消费者信任 关联规则 内容分析法 期望违背理论 

分 类 号：F323.7[经济管理—产业经济] F274[自动化与计算机技术—计算机软件与理论] TP311.13[自动化与计算机技术—计算机科学与技术]