Destruction And Reconstruction Of Trust

As the Chinese folk saying,'Bread is staff of life'. Eating has been brought to Chinese people's attention all along. However,economics develops quickly,'Food safety first', food safety issue is getting more and more attention. Recently, food safety incidents take place frequently,"melamine incidents" and other food safety incidents make great impact on people's trust to the food industry. As we all known, baby milk formula is a big issue to new born child's health, the continuation of the family and human's development.So how to think about the current situation of the trust crisis of baby milk formula? Under the circumstances of destruction of food safety trust, how to rebuild the trust and confidence of customer is the focal point of this research.On the basis of summarizing and referencing the trust research and research of related fields, this article proceeds from the theory of trusting behaviors, and builds its own theoretical analytical framework and research program.This article combines quantitative research and qualitative analysis, it is an comprehensive research.lt uses questionnaire method to acquire data of the attitudes of Beijing's consumer, and it uses semi-structured interviews to acquire data from the representative of government officials, enterprise managers and customers.This article tries to build the statistical model and do the statistical analysis, it uses analysis of means, analysis of crosstabs, factor analysis, variance analysis and multiple regression analysis; besides it uses the qualitative analysis to handle the interview data. At last, combining these analysis, the article draws the conclusion. On this basis, this article raise the methods and ways to reconstruct the trust of domestic baby milk formula.The conclusion of this paper mainly includes:1. Foreigninfant milk formula has higher trust level than domestic infant milk formula. Domestic consumers trust foreign infant milk formula more than domestic infant milk formula.2. To do the variance analysis to the domestic infant milk formula, we found that variable'age','degree of education','politics status'and'status identification'has notable difference on the trust of infant milk formula. The more optimistic social food safety condition the consumers have the more they trust the infant milk formula, vice versa.3. To do the transactional analysis between the trust of infant milk formula industry and the trust of infant milk formula, we found that enterprise trust has notable influence on the trust of infant milk formula. Through the multiple regressions, we found that if the enterprise can'be responsible','live up to its promise','be high quality on its products','make progress continuously', it will be positive to domestic infant milk formula. To rebuild the trust of domestic infant milk formula, in the aspect of enterprise behavior, we raise the following four suggestions:'to rebuild trust evaluation system','to maintain trust relationship','to improve the internal supervision mechanism'and'to upgrade the industrial structure'.4. Customers have a higher trust level on central government than the local government. With the transactional analysis we found that the trust of governments at all level is significant correlate to the trust of baby milk formula, while the multiple regression shows that only the trust of central government, together with supervision department and satisfaction of government behavior are positive significant. According to the data analysis, this article puts forward that government can improve the condition of trust crisis by'establishing effective supervision mechanism','Strengthening the awareness of law enforcement and justice','enhancing transparency'and'enhancing the level of government services'.5.Through the multiple regression analysis of the influence of social trust factor to domestic baby milk formula, we found that class identification, the level of risk cognitive can put positive influence on the trust degree of domestic baby milk formula; when the general trust boosts, people will be more inclined to trust domestic baby formula, while the correlation is not significant; the trust level of Consumer's rights and interests protection organization and experts in infant milk formula have significant positive influence on the trust of domestic baby milk formula. According to the conclusion of the multiple regression and interview data we may have the following enlightenment on the reconstruction baby milk formula:(1) Media should follow the government regulation and professional ethics, strengthen self-regulation, and represent the news objectively;(2) Press workers should strengthen their self-cultivation and bear social responsibilities conscientiously;(3) Experts should do the knowledge spread roundly, frankly, and objectively. They should cooperate with government to do the public advertising-reducing commercial publicity, solving the information asymmetry problem for consumers;(4) Association, NGO should supervise and advertise neutrally, besides, they should promote the construction of civil society actively.6. Based on the findings above, this article considers that the reason of the condition of trust crisis of domestic baby milk formula is not only because of the problem of the enterprises themselves. Enterprises, governments, social organization and consumers should work together to solve the trust crisis and to reconstruct the trust and confidence of customers. Governments should play the leading roles among them----law enforcement should be fair and fairness, only on this account, could the sense of social justice, the social supervision mechanism and the popular science knowledge be improved, the third party social organization be progressed, a good environment of social trust be created and domestic infant milk formula be prosperous, and only on this account, domestic baby formula industry can walk away from the shadow of trust crises and be stronger and stronger.