Analysis On The Influencing Factors Of Consumers’ Trust In The Results Of Food Safety Supervision And Sampling Inspection

Objective:Food safety is a constant focus of the Party and the government.In the process of food safety supervision and sampling inspection regularly carried out by the government,the qualified rate of food safety sampling inspection maintains a steady and upward development trend,while consumers’ confidence in food safety lags behind the improvement of safety level.The difficulty of translating objective food safety improvement into subjective food safety has become a new pain point of food safety security.How to improve consumers’ trust in food safety supervision sampling results has become an urgent problem to be solved.Based on the grounded theory,the structural equation model was constructed to explore the factors influencing the trust of consumer food safety supervision sampling results,and constructive suggestions were put forward to improve consumer trust in food safety.Methods:Based on the research method of grounded theory,this study conducted in-depth interviews with 105 consumers,conducted open coding,spindle coding and selective coding on the collected interview data,and constructed a theoretical model of trust in the sampling results of consumer food safety supervision.Empirical test was carried out on the constructed model.A total of 2830 questionnaires were collected by the method of Jingshu Cloud technology network,among which 2737 were valid,with an effective rate of 96.7%.SPSS 27.0 and AMOS 22.0 were used to establish a structural equation model,understand the fitting of the research model,explore the relationship between various variables in the structural model,obtain the relationship between the motivation trust,ability trust,food public opinion and information source and other related variables in the structural model,and finally verify the hypothesis.Results:(1)Based on the grounded theory method,this paper analyzes the results of in-depth interviews with consumers to determine the influencing factors of trust in sampling inspection results of whole-consumer food safety supervision.The interview results show that the government image,the trust factor of food enterprises,the media trust factor and the personal factor of consumers will jointly affect the subjective judgment of consumers on food safety,and affect the trust on the sampling results of food safety supervision.(2)Empirically test the theoretical model by proposing research hypotheses,building structural models,confirmatory factor analysis,model parameter fitting degree test and model correlation path analysis.The verification results of structural equation model show that there are five factors influencing consumers’ trust in the sampling results of food safety supervision: government motivation trust and ability trust,food industry brand crisis,food public opinion and information sources.Finally,four of the five research hypotheses are established,that is,trust in the government’s motivation and ability to guarantee food safety,authority of food safety information sources positively affect consumers’ trust in food safety supervision and sampling results,and food public opinion reports negatively affect consumers’ trust in food safety supervision and sampling results.The standardized path coefficient of motivation trust to the result is 0.320,the standardized path coefficient of ability trust to the consumer’s personal sampling result is 0.220,the standardized path coefficient of food public opinion’s trust to the consumer’s food safety sampling result is0.630,and the path coefficient of information source’s trust to the consumer’s personal sampling result is 0.420.Structural model path analysis: Among the four hypotheses established,food public opinion has the greatest influence on consumers’ trust in food sampling results,followed by the influence on information source authority trust and government motivation trust.Conclusion:Consumers’ trust in food safety supervision sampling results needs to be improved.Government motivation trust and ability trust,food public opinion reports and information sources are potential factors affecting consumers’ trust in food safety supervision sampling results.Food public opinion reports have the greatest impact on consumers’ trust in sampling results,followed by information source authority and government motivation trust.In order to enhance the trust in food safety,the government and relevant departments should give full play to their own role,improve food safety standards,and strictly enhance the level of government supervision;Promote the professional construction of supervision and sampling team,build the whole chain food safety traceability system,improve the detection capacity;Strengthen science popularization,actively carry out food "you order I check activity into the supermarket,into the community" and other forms of activities,promote the scientific literacy of the people;Standardize the content of media reports,scientifically explain the content of food public opinion reports,and give play to the role of media supervision by public opinion.