食品安全视角下认证食品信任度对消费者购买意愿的影响研究

发布时间：2018-05-25 05:47

本文选题：认证食品 + 食品安全　；参考：《哈尔滨商业大学》2017年硕士论文

【摘要】：食品安全问题负面影响大且传播速度快,是社会民生的一个重要和敏感话题。随着微博、微信等信息传播媒介的快速发展,公众通过网络平台发布和传播对食品安全事件的态度、观点、情绪等,无限倍放大了食品安全问题引发的社会忧虑,同时也极大地提高公众的食品安全风险感知意识和风险预防意识。现阶段,人们的食品消费随着生活质量的改善而发生了巨大的变化,消费者食品消费逐渐由只注重数量转变为质量优先,在饮食需求上更加重视营养、健康。认证食品在安全质量上要高于普通食品,在营养健康上更加符合当前人们的食品消费需求。认证食品市场理应发展得如火如荼,呈现发展潜力较强的趋势。但是,事实却并非如此,我国认证食品市场发展缓慢,认证食品消费常年不足。这与频发的食品安全事件存在较大关系,食品安全事件不仅使食品行业受到重创,更是严重损坏了消费者的食品安全信任度,认证食品难以独善其身,认证食品市场的有序稳定发展受到冲击和阻碍。所以,通过研究食品安全信任度对认证食品购买意愿的影响,试图从信任度的角度找到影响认证食品购买意愿的主要因素,以便因地适宜地制定提升认证食品购买意愿的建议和对策。这对认证食品市场的发展和政府食品安全监管的提升等方面都具有一定的借鉴意义。通过阅读和整理国内外食品安全信任、购买意愿等相关研究文献,建立认证食品信任度对消费者认证食品购买意愿影响理论模型,并提出消费者信任度对购买意愿影响和信任度中介作用的研究假设。在相关文献资料和专家指导下,设计关于认证食品信任度对认证食品购买意愿影响的问卷相关题项,对获得的问卷数据进行处理和分析,运用SPSS19.0进行三步回归分析,验证提出的25个研究假设。研究结果表明:购买经验、政府监管评价、生产商行为特征、销售商行为特征分别与认证食品信任度、购买意愿显著正相关;风险感知显著负向影响购买意愿,但与认证食品信任度不存在显著关系;新闻舆论显著负向影响认证食品信任度、购买意愿;认证食品信任度在风险感知、购买经验、政府监管评价、生产商行为特征、销售商行为特征、新闻舆论与购买意愿之间起部分中介作用。因此,提出了相应的建议:进一步提高政府食品安全监管效率;建立和完善食品安全风险分析和信息披露制度;提升企业安全食品经营能力;调整营销策略,正确引导消费者健康和安全地进行认证食品消费;提升认证食品行业集体声誉。
[Abstract]:Food safety is an important and sensitive topic for people's livelihood. With the rapid development of information media such as Weibo, WeChat, and so on, the public has published and disseminated their attitudes, views and emotions on food safety incidents through the Internet platform, which has magnified the social worries caused by food safety problems by an infinite degree. At the same time, also greatly improve the public awareness of food safety risk awareness and awareness of risk prevention. At present, people's food consumption has changed greatly with the improvement of quality of life. Consumer's food consumption has gradually changed from focusing on quantity to giving priority to quality, and paying more attention to nutrition and health in dietary demand. The quality of certified food is higher than that of common food, and the nutrition and health of certified food is more in line with the current food consumption needs. Certified food market should be in full swing, showing a strong trend of development potential. However, this is not the case. The development of certified food market is slow and the consumption of certified food is insufficient. This has more to do with frequent food safety incidents. Food safety incidents not only severely hit the food industry, but also seriously damaged consumers' food safety trust. The orderly and stable development of certified food market has been impacted and hindered. Therefore, by studying the influence of food safety trust on the purchase intention of certified food, we try to find out the main factors that affect the purchase intention of certified food from the perspective of trust. In order to develop appropriate recommendations and countermeasures to enhance the purchase intention of certified food. This has certain reference significance to the development of certified food market and the improvement of government food safety supervision. By reading and sorting out the relevant research documents such as food safety trust and purchase intention at home and abroad, the theoretical model of the influence of certified food trust on consumer's food purchase intention is established. The research hypotheses of the influence of consumer trust on purchase intention and the intermediary effect of trust are put forward. Under the guidance of relevant literature and experts, this paper designs a questionnaire item about the influence of certified food trust on the purchase intention of certified food, processes and analyzes the obtained questionnaire data, and makes a three-step regression analysis using SPSS19.0. Verify 25 proposed research hypotheses. The results show that: purchase experience, government regulatory evaluation, manufacturer behavior characteristics, seller behavior characteristics and certified food trust, purchase intention significantly positive correlation, risk perception significantly negative impact on purchase intention. However, there is no significant relationship with the level of certified food trust; the news public opinion has a significant negative influence on the certified food trust and purchase intention; the certification food trust has a significant impact on risk perception, purchase experience, government supervision and evaluation, and the characteristics of producer behavior. Seller behavior characteristics, news public opinion and purchase will play a part of the intermediary role. Therefore, the corresponding suggestions are put forward: to further improve the efficiency of government food safety supervision; to establish and improve the food safety risk analysis and information disclosure system; to enhance the management ability of enterprise safety food; to adjust marketing strategies; Correctly guide consumers to conduct certified food consumption in a healthy and safe manner; enhance the collective reputation of certified food industry.
【学位授予单位】：哈尔滨商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F203

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