中文摘要：

基于362份蔬菜消费者调查问卷,构建了因子分析模型,研究影响消费者判定蔬菜质量安全的主要因素。结果表明,影响消费者判定蔬菜质量安全的影响因子有传媒信息因子、产品形象因子、农药残留因子和产品鲜活因子。在此基础上,提出了相应的对策建议。

英文摘要：

Factor analysis model has been established based on 362 questionnaires of vegetable customers,and then researched the factors influencing the customers＇ judgment of vegetable quality and safety.The results indicated that there are four common factors influencing the customers＇ judgment of vegetable quality and safety.They are the factor of media information,products＇ image,insecticidal residues and products＇ freshness.Based on those,the author proposed some corresponding countermeasures and suggestions.