Research on the Influence Mechanism of Rational Consumers' Food Safety Supervision Satisfaction.

As emerging food safety incidents have gained widespread concerns, research on consumers' attitudes towards this issue is crucial to create effective solutions. To this end, in accordance with relevant data of consumers in 13 cities with subordinate districts, Jiangsu province, this paper divided different consumer groups by their experience so as to study their degree of satisfaction towards food safety and corresponding influencing factors. According to the descriptive statistics and the building of the cumulative logistic regression model, the results therefrom showed that consumers with direct or indirect experience have separate attitudes towards food safety which cannot be changed by changing consumers' personal characteristics. Moreover, the two groups are divided in their demands in food production and consumption along with exceptions on policy implementation, etc. Finally, suggestions to improve consumers' satisfaction are given in at the end of the paper.