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中文摘要：
以国内外消费者满意度模型为基础,建立黄瓜质量安全满意度模型。基于北京、长沙和成都三市450个样本数据,采用PLS-SEM方法实证分析消费者对黄瓜质量安全满意度及其影响因素。结果表明：（1）消费者对黄瓜质量安全的预期质量高于感知质量和感知价值,且其满意度较低（58.104）,但仍高于消费者忠诚度指数（42.971）。（2）预期质量、感知质量、感知价值、消费者满意度、消费者抱怨以及消费者忠诚分别反映在可靠性预期、可靠性感知、给定价格的质量、总体满意度、消费者投诉与否以及向他人推荐的意愿。（3）对黄瓜质量安全消费者满意度影响最大的因素是预期质量,其次是感知质量。同时,与消费者满意度对消费者忠诚度产生的积极作用相比,消费者抱怨对消费者忠诚度产生的消极作用更大。对此,提出了普及农产品质量安全知识、加强相关法律法规建设、定期测评和公布满意度以及加强品牌建设等政策建议。
英文摘要：
Based on the customer satisfaction model at home and abroad,the paper establishes the safety satisfaction model of cucumber quality. Based on 450 sample data from three cities of Beijing,Changsha and Chengdu,the PLS method is used to analyze the consumer＇s satisfaction and its influencing factors on the quality of cucumber. It shows that the consumer expectations for quality and safety of cucumber were higher than those of perceived quality and perceived value; and their satisfaction was lower（ 58. 104）,and higher than that of customer loyalty index. The expected quality,perceived quality,perceived value,customer satisfaction,consumer complaints and consumer loyalty are mainly reflected in the reliability of the expected,reliability,the quality of a given price,the overall satisfaction,consumer complaints and the willingness to recommend to others. The biggest factor affecting the quality and safety of cucumber is the expected quality,followed by perceived quality. At the same time,the increasing consumer complaints will reduce the negative effect of consumer loyalty,which is more positive than the consumer satisfaction. In this regard,this paper puts forward some policy recommendations,such as the popularization of agricultural product quality and safety knowledge,strengthen the relevant laws and regulations construction,regular evaluation and publication satisfaction and strengthen brand building.
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