Research On The Affecting Factors Of Consumers' Trust In Chicken Information Sources Under The Background Of Bird Flu

People are the source of national strength,food is the paramount necessity of people and food safety is the top priority.With the growth of living standard and the change of concept,consumers' pursuit of food has become increasingly focused on safety and health.In recent years,there have been frequent food safety incidents in China.Consumers' trust in the food safety has declined.On one hand,it has been detrimental to consumers' food consumption.On the other hand,it has caused adverse effects to the development of food industry.As we all know,chicken industry is closely related to consumers' lives,its food safety was really prominent.Therefore,research on the trust of chicken information sources is particularly critical.This paper takes chicken consumption in the context of bird flu as an example to explore consumers' choices and trust in information sources in food safety incidents.Based on previous research,trust is divided into four dimensions:capability,openness,honesty and care.Try to Investigate how trust propensity and salient value similarity affect different dimensions of consumers' trust in enterprise,government,and consumer association.This paper uses SPSS 19.0 and AMOS 19.0 analysis software to conduct an empirical analysis of the 316 questionnaires that have been collected,and to examine models and the relationship between variables.The main conclusions are as follows:(1)Consumers have different levels of trust in different sources of information.The most trusted information source is the government.The the most distrusted information source is the chicken processor(enterprise).(2)Affecting factors of Consumers' trust in corporate,government,and consumer association have similarities and differences.The commonality lies in that salient value similarity has a significant positive effect on the four dimensions of trust in these three information sources.The difference is that there is a significant positive impact of trust propensity on the ability,openness,and level of care of trust in enterprise,and it is a decisive factor in the dimension of trust in enterprise.However trust propensity has no influence on the dimensions of trust in government and trust in consumer association.Based on the above conclusions,this paper proposes corresponding countermeasures and suggestions for this three information sources: enterprises,governments and consumerassociations.Provides theoretical support for reconstruction of trust in different information sources.It is conducive to guiding consumers to form a reasonable understanding of chicken and rational consumption.This would promote the development of the chicken industry as well.At the same time it would be benefit for creating a good atmosphere of social trust and maintaining social security and stability.