In The Perspective Of Food Safety Research On The Effect Of Certified Food Trust On Consumer Purchase Intention

The relationship between food safety and food safety is one of the important people’s livelihood issues which are widely concerned by the society.With the rapid development of micro-blog,We-Chat and other information media,the public through the network platform spread emotional attitudes and views of food safety incidents,this kind of network public opinion makes the public awareness of food safety risk perception is greatly improved.People’s concept and behavior of food consumption has changed a lot,people pay more attention to food safety,nutrition and health,consumption concept is changing from the"survival" to "healthy" gradually.The safety and quality of certified food are higher than ordinary food,more in line with the nutritional health of today’s consumer demand.But consumers are not optimistic about the trust of certified food,affecting the further development of the certified food market.Therefore,research on consumer trust impact on purchase intention,trust factors can affect the purchase intention of the in-depth understanding to related subject according to the influence factors,take specific measures to improve consumer confidence,enhance the purchase intention.At the same time,to a certain extent,it will help the relevant subject to take measures according to the influencing factors,enhance consumer confidence and purchase.By reading the theory of food safety trust,consumer behavior and consumer purchase intention,the comprehensive use of literature research method,questionnaire survey and structural equation method,the study on consumer trust degree of influence on purchase intention.Through the collection and collation of relevant literature at home and abroad,the theoretical model of consumer trust was built,and the 25 aspects of the research hypothesis were proposed.Based on the relevant data collected by the questionnaire,the study used SPSS 19.0 for data processing and hypothesis verification.The results showed that purchase experience,government supervision and evaluation,producer behavior characteristics,seller behavior characteristics respectively related to with trust of certification food,purchase intention significantly and positively.Risk perception is significantly and negatively affect purchase intention,but it is no significant relationship with the certification of food trust there.The news media is significantly and negatively influence certification food trust and purchase intention.Certification of food trust takes partial and intermediary role between risk perception,purchasing experience,government supervision and evaluation,producer behavior characteristics,seller behavior characteristics,the news public opinion and purchase intention.Therefore,putting forward some suggestions:further improving the efficiency of government food safety regulation;setting up and improve the food safety risk analysis and information disclosure-Ⅱ-system,improving the ability to safety production,enhancing the collective reputation consciousness,correctly guiding the consumer health and safely to food consumption.