偏好逆转下消费者生鲜鸡认知与购买意愿:基于广东省问卷数据的分析

发布时间：2018-01-22 17:59

本文关键词： 购买意愿计划行为理论结构方程模型标准化供应链模式生鲜鸡　出处：《中国农村观察》2017年06期 　论文类型：期刊论文

【摘要】：为有效避免禽流感疫情风险,广东省政府对食用鸡强制实施标准化管理,"集中屠宰、冷链配送、生鲜上市"。然而,由于广东消费者对活鸡有强烈偏好的传统,生鲜鸡质量安全风险对其信任和购买意愿产生较大影响。本文以广东省627个消费者样本为例,将其对供应链(产地养殖、屠宰加工、流通销售)信息的认知水平进行分解,基于计划行为理论构建结构方程模型,研究了消费者对标准化模式生鲜鸡供应链各环节信息的认知水平对其购买意愿的影响。研究发现,消费者对生鲜鸡产地养殖环节的信任水平、流通销售环节对疫病风险的规避和个体对产地养殖属性的偏好对其购买意愿的影响非常显著;此外,性别、受教育程度、职业类别、收入水平也对消费者购买意愿产生较大影响。研究还发现,相对于活鸡消费而言,消费者对生鲜鸡的积极信念相对不足,影响了其对于行为态度、主观规范和知觉行为控制的正向解释,由活鸡向生鲜鸡的消费偏好逆转尚未完全实现。
[Abstract]:In order to effectively avoid the risk of avian influenza epidemic situation, Guangdong provincial government enforced standardized management of edible chicken, "centralized slaughtering, cold chain distribution, fresh market." Due to the strong preference of Guangdong consumers for live chickens, the quality and safety risk of fresh chicken has a great impact on their trust and purchase willingness. This paper takes 627 consumer samples of Guangdong Province as an example. The cognitive level of supply chain (producing area breeding, slaughtering processing, circulation sales) was decomposed, and the structural equation model was built based on the theory of planning behavior. The effect of consumers' cognition level on the purchasing intention of the standardized fresh chicken supply chain was studied. It was found that the consumer's trust level to the breeding link of the fresh chicken production area. The circumvention of the risk of epidemic disease in circulation and the preference of individuals to the breeding attribute of producing area have a significant effect on their purchase intention. In addition, gender, education level, occupational class, income level also have a greater impact on consumers' willingness to buy. The study also found that compared with live chicken consumption, consumers' positive belief in fresh chicken is relatively insufficient. The positive explanation of behavior attitude, subjective norm and perceptual behavior control was affected, and the reversal of consumption preference from live chicken to fresh chicken was not fully realized.
【作者单位】：华南农业大学经济管理学院;广东财经大学华商学院经济与金融系;
【基金】：广东省自然科学基金项目“农产品质量短缺与结构升级双视角下的农业供给侧结构性改革实现路径研究”(编号:2017A030313425)的资助
【分类号】：F323.7;F713.55
【正文快照】： 一、引言据美国农业部信息,2015年,中国已经成为世界第二大家禽生产国,每年生产鸡肉1700万吨;2016年在全球鸡肉消费总量中排名第二,仅次于美国(1)。随着中国经济发展和人民生活水平不断提高,消费者对膳食结构质量和饮食健康越来越重视,增加以鸡肉为代表的白肉消费、减少红肉

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