An Empirical Study Of The Factors That Influence The Satisfaction Of Supervision Over Online Imported Food Safety From A Customer Standpoint

As the frequent occurrence of domestic food safety incidents,along with the improvement of people's living quality,the amount of imported food and trading volume in China has been increasing annually.Meanwhile,the Internet era has encouraged cross-border e-commerce,international purchasing and emption agents to emerge and flourish.The marketing channels of imported goods are diversified,which facilitate online sales for imported food.However,the quality of the imported food online is not trustworthy these years.Customers can only obtain information like pictures and item description of the imported food products through the e-commerce platform.At the same time,customers do not have much ability or desire to protect their rights.The government is still in the experimental stage to supervise the safety on imported food online,and the regulation system has not been well implemented.The market of the imported food online can be divide into the official channels and the self-operated channels.The complexity of managing the safety of imported food makes it even more difficult to supervise online sales in China.Therefore,the paper introduces the current situation on the safety supervision of China's imported food online.The paper conducts empirical study and cross-channel comparison on the safety of the imported food online from customer's perspective,and then clarify the issues of China's supervision.The paper investigates the factors that influence customer's satisfaction on the supervision of the imported food online and provides coping strategies.It holds great significance on improving the mechanism and customer's satisfaction with China's supervision over safety of the imported food online.The paper sorts through the current situation of China's supervision over safety of the imported food online.It conducts investigation and constructs an ordered Logit model(i.e.oLogit model)to analyze the key factor that influence the supervision.The survey is conducted from the online sales of imported food e-commerce platform,operator network,government regulation and customer's interest.On top of that,the paper divides customers based on their preferences of imported food consumption channels:all channels,offline channels,online channels,online official channels,online self-operated channels,and then conducts cross-channel comparative analysis.First of all,by analyzing the factors of customer's satisfaction with online imported food's safety in the context of all channels,the paper shows that(1)Customer's satisfaction level with the supervision over safety of the imported food online is influenced significantly by the supervision effects of the government or the online sales platform,and also by customer's knowledge of right protection and their level of education.(2)Customer have strong dependence on online sales platform,government's supervision,and government's management of online food import safety.Strengthen the online sales management and standardization to regulate the imported food is extremely important.Government's legislation is the premise to standardizing the online imported food safety.(3)With regard of customers,the following things are necessary to improve the safety of the online imported food:learning more about their own rights,willing to resolve the issue when facing food related problems,and developing the ability to protect themselves.Second,according to the cross-channel customer comparative study,the conclusions are:(1)There are significant difference on the satisfaction level between offline channel and online channel customers when interacting with the following aspects:law enforcement efforts,government credibility,e-commerce platform credibility,customer's understanding of the food safety issues and their rights,and how much attention customers pay to the issues.(2)There are significant difference on the satisfaction level between preferred online official stores and preferred online self-operated stores customers when interacting with the following aspects:law enforcement efforts,government credibility,e-commerce platform credibility,customer's understanding of the food safety issues,customer's knowledge and initiative of protecting their rights,and how much customers care about the issues.Currently,the research on the supervision over safety of the imported food online in China is mainly based on qualitative analysis,but lack of empirical analysis.The progression of the paper is mainly embodied in the empirical research using principal component analysis and ordered Logit model.At the same time,it is based on the consumer-selected online food purchasing channel,which is divided into all channels,offline channels,online channels,online official channels,online self-operated channels,and then conducts cross-channel comparative analysis.The paper provides a targeted reference for the supervision over safety of the imported food online from different channels in China.