信息源信任对消费者食品购买行为的影响研究——以可追溯猪肉为例

发布时间：2019-06-11 01:37

【摘要】：基于北京市、西安市消费者实地调查数据,以可追溯猪肉为例,运用双变量Probit模型和二元Probit模型,分析信息源信任对消费者食品购买行为,探讨其影响因素。结果表明,消费者对可追溯食品的认知度整体不高,只有32.68%的人知道可追溯食品,购买过可追溯猪肉的比例更低,只有12.53%的人购买过;电视、网络、食品标签是消费者了解可追溯食品相关信息的3种主要渠道。消费者对可追溯猪肉的消费信心整体较高,但对猪肉追溯信息发布方的整体信任度不高;信息源信任变量显著影响消费者对可追溯猪肉的消费信心,消费信心变量显著影响消费者对可追溯猪肉的购买行为,信息源信任通过直接影响消费者对可追溯猪肉的消费信心起到间接影响消费者可追溯猪肉购买行为的效果;收入水平、购买成员、购买场所、职业、地区等变量显著影响消费者对可追溯猪肉的购买行为。因此,提出加大猪肉可追溯体系宣传力度并提高消费者追溯查询意识和习惯、规范追溯信息查询渠道并由政府发布追溯信息等相关对策建议。
[Abstract]:Based on the field survey data of consumers in Beijing and Xi'an, taking traceable pork as an example, the bivariate Probit model and binary Probit model are used to analyze the influence of information source trust on consumer food purchase behavior, and the influencing factors are discussed. The results showed that consumers' awareness of traceable food was not high as a whole, only 32.68% of people knew traceable food, the proportion of people who had bought traceable pork was even lower, and only 12.53% of them had bought traceable food. TV, Internet and food labels are the three main channels for consumers to understand traceable food-related information. Consumers have high consumer confidence in traceable pork as a whole, but their overall trust in pork traceability information publishers is not high. The information source trust variable significantly affects consumers' consumption confidence in traceable pork, and the consumer confidence variable significantly affects consumers' purchase behavior of traceable pork. Information source trust has an indirect effect on consumers' traceability pork purchase behavior by directly affecting consumers' consumption confidence in traceable pork. Income level, purchasing members, purchasing place, occupation, region and other variables significantly affect consumers' purchasing behavior of traceable pork. Therefore, this paper puts forward some countermeasures and suggestions, such as increasing the propaganda of pork traceability system and improving consumers' awareness and habit of traceability inquiry, standardizing the channels of traceability information inquiry and issuing traceability information by the government.
【作者单位】：上海市农业科学院农业科技信息研究所;中国农业大学经济管理学院;
【基金】：国家自然科学基金项目(71603169,71573257) 现代农业产业技术体系北京市生猪产业创新团队项目(BAIC02)~~
【分类号】：F322;F713.55

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