The Research On The Relation Of Consumer Trust In Different Responsibility Subjects On Dairy Production Supply Chain

In recent years, with the science and technology level increasing and the rapid development of social economy, our food production and processing industry has achieved unprecedented development. All kinds of new food have emerged in endlessly and they brought a series of food production and processing problems. As the saying goes, people regard food as their prime want and food regard safety as their prime. This sentence not only shows the importance of food in people’s life, but also states the importance of food safety for people’s health. With people’s living standard improving continually, people have become more and more attention to food safety problems. Although the relevant departments have formulated many regulations and policies, still unable to eradicate the wrongdoings of food safety hazards drastically.Thus, this leads to consumers’ trust in the food safety in China is generally not high,even influencing the trust of the consumer to the entire food production industry.Upon the present status of food safety in China, the study of consumer’s food safety trust condition is the top priority. On the basis of previous research, this paper mainly explores the consumers’ trust in the behavior subjects on the food supply chain and the relations between the behavior subjects and the whole relation of food safety.This paper mainly explores the relationships between one subject and another. It collects and summarizes the related literature reviews, including the concept of trust as well as the dimensions, the connotation of food safety trust and the dimensions.The behavior subjects on the food supply chain and the relations between them. This paper mainly introduces the model of the relationship between the subjects on the food supply chain of Wei ping Chen(2013), and involving in the variables in the model and the detailed relationship about the subjects. This paper refers to the model of Wei ping Chen and constructs the theoretical model of it. On the basis of the theoretical model, we proposed consumer’s trust in the various behavior subjects and the relationship between the consumers’ trust in the various behavior subjects and thewhole trust. At the same time, we proposed the assumptions relationship between consumers’ trust in the behavior subjects and their trust on the overall trust. And it proposed the relevant assumptions of function mechanism of the consumers’ trust in every subject.Based on the above theoretical model, this paper introduces the design process of the questionnaire as well as the selection of urban and rural residents as the research object in Shan dong Province and Jilin Province and then collecting research data.This paper adopts SPSS19.0 and AMOS 17.0 statistical software to analyze data for this survey. It describes the basic characteristics of the sample. The analyze data process includes the reliability analysis, validity analysis and structural equation model analysis, the variables in the model, and the degree of fitting of the whole test.According to the results of data analysis, we test the hypothesis and the overall degree of the fitting of the model. The results of them are all good. It means that they come to good conclusions. It summarizes the empirical study part and examine the research hypothesis. And this research analyzes the main reasons of the hypothesis results in detail. The hypothesis results provide a theoretical basis for measures in conclusion section. This paper starts from the overall level, studying the consumers’ trust level of the subjects on the supply chain and knows the current consumers’ trust about food safety. According to the conclusions and results of this study, this paper ascertains how to put forward measures to improve the food safety of consumers’ trust at last.Although there have been many researches in the field of food safety trust at home and abroad, the researches based on the five members on the food supply chain are rare. The five main subjects on the food supply chain model of the research are not mature enough. Hoping that through the empirical research of this paper, it can provide the reference for the study of consumers’ trust in the behavior subjects on the food supply chain in the future.