The Research On Evaluation Of Our Consumer Trust In Dairy Production Enterprises

As living standards improve, people’s emphasis on food safety issues areincreasingly high. In recent years, China’s domestic food safety issues frequently, andoverall consumer confidence in the food safety issue is not high, the long run will notbe conducive to the healthy and orderly development of China’s food industry. Atpresent, China’s food safety problem is particularly prominent is the dairy industry,resulting in domestic consumer dairy crisis of confidence. Therefore, the degree ofconsumer confidence research on safety of dairy products is imperative. And studiesshow that the subject of dairy production chain, the consumer confidence in dairyproduction enterprises impact on the overall level of trust is more significant. Basedon this, the thesis of consumer trust in dairy production enterprises.The study first provides an overview of the concept of trust, dimensions, factors,etc., then focuses on the organizational model of Mayer’s trust, and trust propensityinvolved in the model of perceived risk, trust and loyalty behavior in detail documentoverview. In addition, the study also Hofstede’s cultural dimensions of the modelintroduced in detail. In this study, the model Mayer learn organizational trust, buildingconsumer demand for dairy producers antecedents of trust model, the relational modelfor overall consumer confidence and trust in the behavior of dairy producers,consumer confidence in dairy production enterprises relational model behavior andloyalty. In this study, the correlation between these three models are verified, and thetendency of individual trust moderating effect on consumer dairy producers ability,goodwill, integrity and trust and confidence between the overall perceived risk to theoverall trust and confidence regulating effect relationship between behavior wasexamined. In addition, the study of the cultural dimensions Hofstede reference model,power distance, uncertainty avoidance and collectivism as cultural variables to theantecedents of trust model, verify that cultural variables affect consumer perception oftrust in three dimensions the degree and the extent of individual trust orientation. Alsobased on awareness-situation-behavioral theory, cultural variables will adjust theoverall relationship between the Trust and behavior.In this study, data analysis software SPSS18.0and LISREL8.70, the surveycollected348questionnaires into the model was tested. After calculation, thequestionnaire has good reliability and validity, the model fit index reached the desiredvalue, indicating the ideal theoretical model. Through hypothesis testing, reached thefollowing conclusions: First, the ability of consumers to dairy producers of trust, goodwill trust, integrity and trust, self-confidence tends to positively affectconsumers’ overall confidence of dairy producers, but trust propensity the ability oftrust, goodwill trust, adjust effect relationship between the trust and integrity of theoverall trust is not significant; second, power distance, uncertainty avoidance culturesof these two variables significantly affect the ability of consumers to dairy producers,and goodwill and the perception of integrity, and self-confidence by uncertainty tendsto avoid the impact of the most significant variable; third, consumer trust in dairyproduction enterprises overall positive effect on consumer confidence in the behaviorof dairy production enterprises; fourth, perception risk, uncertainty avoidance culturalvariables will adjust the overall relationship between the Trust and behavior, whilemoderating effect of power distance and collectivism both cultural variables on theoverall relationship between the Trust and the behavior is not significant; fifth,Consumer confidence for dairy producers behavior and positive impact on consumerloyalty dairy producers; the sixth, the study also found that personality traits test theability of consumers will trust, goodwill trust, integrity and trust, trust propensityRelations with the overall trust, the relationship between the overall relationshipbetween the Trust and the behavior and conduct of trust and loyalty between thegeneration control action.By trusting antecedents model and hypothesis test results pointed to the reasonsconsumers trust status of dairy producers and cause problems for dairy producers torebuild consumer confidence pointed out the direction. In addition, trust and behavior,examine the relationship between the model of loyalty, further pointing to theimportance of dairy producers build consumer confidence because consumerconfidence will significantly affect their final purchase decisions and behavior.