【摘要】：基于北京市、西安市消費者實地調查數(shù)據(jù),以可追溯豬肉為例,運用雙變量Probit模型和二元Probit模型,分析信息源信任對消費者食品購買行為,探討其影響因素。結果表明,消費者對可追溯食品的認知度整體不高,只有32.68%的人知道可追溯食品,購買過可追溯豬肉的比例更低,只有12.53%的人購買過;電視、網(wǎng)絡、食品標簽是消費者了解可追溯食品相關信息的3種主要渠道。消費者對可追溯豬肉的消費信心整體較高,但對豬肉追溯信息發(fā)布方的整體信任度不高;信息源信任變量顯著影響消費者對可追溯豬肉的消費信心,消費信心變量顯著影響消費者對可追溯豬肉的購買行為,信息源信任通過直接影響消費者對可追溯豬肉的消費信心起到間接影響消費者可追溯豬肉購買行為的效果;收入水平、購買成員、購買場所、職業(yè)、地區(qū)等變量顯著影響消費者對可追溯豬肉的購買行為。因此,提出加大豬肉可追溯體系宣傳力度并提高消費者追溯查詢意識和習慣、規(guī)范追溯信息查詢渠道并由政府發(fā)布追溯信息等相關對策建議。
[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.
【作者單位】： 上海市農(nóng)業(yè)科學院農(nóng)業(yè)科技信息研究所;中國農(nóng)業(yè)大學經(jīng)濟管理學院;
【基金】：國家自然科學基金項目(71603169,71573257) 現(xiàn)代農(nóng)業(yè)產(chǎn)業(yè)技術體系北京市生豬產(chǎn)業(yè)創(chuàng)新團隊項目(BAIC02)~~
【分類號】：F322;F713.55

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