信息不对称视角下的农村消费者食品安全消费决策行为研究

发布时间：2019-07-06 06:57

【摘要】：农村是全国食品制造和加工的源头,近年来频发的食品安全事件,损害了农村消费者对食品安全的信心,致使农村食品安全问题成为目前我国重大公共安全难题之一。一些不法商贩利用农村消费者获取信息渠道狭窄,在食品安全信息上明显处于劣势的弱点,隐瞒相关信息或传递信息偏差。因此,有必要从我国农村食品安全治理的现实问题出发,基于信息不对称的背景找寻破解农村食品安全困境的有效方法。本研究依据消费者行为理论、Fishbein合理行为模型等理论与方法,全面梳理农村食品安全消费中信息不对称行为、消费者食品安全消费的行为表现、消费者食品安全消费决策行为影响因素等方面的研究动态。在充分界定食品安全、农村食品安全及其沙漠效应的概念基础上,系统论述了信息不对称背景下中国农村消费者特有的决策行为模式,从而深层次探究农村消费市场的一般特点和规律。为加强研究结论的信度和效度,本研究采用Fishbein合理行为模型构建农村消费者食品安全消费决策行为模型,利用实地调查数据分析信息不对称背景下农村消费者食品安全消费决策行为的影响因素及其作用路径,解释当前农村食品安全消费的产生动力与本源,归纳出阻碍食品安全消费环境形成的根本原因。通过系统而深入的研究发现:信息不对称指标体系可分为信息搜寻、信息认知、消费者预期、风险感知四个维度。这四个维度彼此独立,通过影响消费者行为态度和主观规范影响消费者安全消费的意向,进而直接或间接地影响消费者安全消费行为。其中,政府公开发布的食品安全信息、消费者的信息认知水平、消费者的风险感知能力、所掌握的食品安全信息、对于安全食品高价格属性的认可程度等因素对于农村消费者食品安全消费行为均有显著的正向影响。政府应着重完善信息披露制度,建立高效的食品安全信息传递机制,增大对企业的监督检查力度,促进消费侧结构性改革,形成良好的社会共治氛围。
文内图片：

图片说明：Fishbein合理行为模型
[Abstract]:Rural areas are the source of food manufacturing and processing in China. In recent years, frequent food safety incidents have damaged the confidence of rural consumers in food safety, resulting in the problem of rural food safety has become one of the major public safety problems in our country at present. Some illegal vendors make use of the narrow access channels of rural consumers to obtain information, and are obviously at a disadvantage in food safety information, concealing relevant information or transmitting information deviation. Therefore, it is necessary to start from the practical problems of rural food safety management in China and find an effective way to solve the dilemma of rural food safety based on the background of asymmetric information. Based on the theories and methods of consumer behavior theory and Fishbein reasonable behavior model, this study comprehensively combs the research trends of information asymmetry behavior, consumer food safety consumption behavior and influencing factors of consumer food safety consumption decision-making behavior in rural food safety consumption. On the basis of fully defining the concepts of food safety, rural food safety and their desert effects, this paper systematically discusses the unique decision-making behavior model of Chinese rural consumers under the background of asymmetric information, and thus probes into the general characteristics and laws of the rural consumer market. In order to strengthen the reliability and validity of the research conclusions, this study uses Fishbein reasonable behavior model to construct the decision-making behavior model of rural consumers' food safety consumption, analyzes the influencing factors and action paths of rural consumers' food safety consumption decision-making behavior under the background of asymmetric information, and explains the motive force and origin of rural food safety consumption at present. The root causes of hindering the formation of food safety consumption environment are summarized. Through systematic and in-depth research, it is found that the index system of information asymmetry can be divided into four dimensions: information search, information cognition, consumer expectation and risk perception. These four dimensions are independent of each other and affect the intention of consumer safety consumption by influencing consumer behavior attitude and subjective norms, and then directly or indirectly affect consumer safety consumption behavior. Among them, the food safety information published by the government, the information cognition level of consumers, the risk perception ability of consumers, the food safety information mastered, and the recognition degree of high price attribute of safe food have significant positive effects on the food safety consumption behavior of rural consumers. The government should focus on perfecting the information disclosure system, establishing an efficient food safety information transmission mechanism, increasing the supervision and inspection of enterprises, promoting the consumer-side structural reform, and forming a good social co-governance atmosphere.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F322

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