消费者对食品安全信任度的影响因素探究
Exploring the Factors Affecting Consumer Trust in Food Safety

我国经济发展迅速，人们对待食品安全的意识随着消费观念的升级也在不断增强。食品安全问题已经成为全社会重点关注的问题，消费者对食品的生产销售等各个环节的重视程度也正在不断提高。基于以上背景，我们以山东省各市消费者为例，进行了消费者对食品安全信任度影响因素的调查研究。研究人员用效度和信度检验了所得资料，然后再进行数据分析：通过描述性统计，探究消费者对于购买某一类食品的原因、途径、关注的食品信息、了解食品安全问题的途径以及遇到食品安全问题时的处理态度等情况；通过相关性分析对性别、学历、月收入等因素与遇到食品安全问题的频率、关注食品包装上的信息、了解食品安全的途径进行独立性、相关性检验；通过构建结构方程模型，探究对消费者食品安全信任的影响因素得出：食品监管者、食品生产者与食品销售者对消费者食品安全信任度的影响是显著的。最后，将结果依据价值和选题的相关性列出，从而就现有的食品市场提出改进建议，有助于相关部门及时准确地调整相关计划，为净化食品市场提供有效地帮助。
As the economy in our country develops rapidly, people’s awareness of food safety has been continuously strengthened along with the upgrading of consumer attitudes. Food safety issues have become a focal point of concern for the whole society, and consumers’ emphasis on various aspects of food production, sales, and other processes is increasing. Based on this background, we conducted a survey and research on the factors influencing consumer trust in food safety, using consumers from various cities in Shandong Province as an example. The researchers validated and tested the data obtained for validity and reliability, and then proceeded with data analysis. Through descriptive statistics, we explored consumers’ reasons for purchasing a certain type of food, their ways of obtaining food information, their concerns about food safety, and their sources of knowledge about food safety. We also examined their attitudes towards handling food safety issues when they encounter them. Independent and correlational tests were conducted using gender, education level, monthly income, and other factors to analyze their relationship with the frequency of encountering food safety problems, attention to food packaging information, and knowledge of food safety. By constructing a structural equation model, we investigated the influencing factors on consumer trust in food safety. The results indicated that food regulators, food producers, and food sellers significantly influence consumer trust in food safety. Finally, the findings were compiled based on their value and relevance to the research topic. Suggestions for improving the existing food market were proposed, aiming to assist relevant departments in timely and accurate adjustments to their plans and provide effective help in purifying the food market.