Position: Home > Articles > Effects of information source trust on consumers' willingness to buy traceable pork——Empirical analysis based on 1009 consumer questionnaires in Shanghai and Jinan
Acta Agriculturae Shanghai
2019
(2)
107-114
信息源信任对消费者可追溯猪肉购买意愿的影响研究——基于上海市和济南市1009份消费者问卷调查数据的实证分析
作 者：
孟晓芳;刘增金;张莉侠;李玉峰
单 位：
上海市农业科学院农业科技信息研究所;上海海洋大学经济管理学院
关键词：
信息源信任;消费信心;购买意愿;可追溯猪肉
摘 要：
基于上海市、济南市实地调查的1 009份消费者问卷数据,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意愿影响及其影响因素。结果显示:仅有30. 72%的受访者知道可追溯食品,主要通过网络、电视与食品标签渠道了解可追溯食品的相关信息;经情景模拟信息强化后87. 4%的消费者对可追溯猪肉有购买意愿;消费者对政府发布的猪肉追溯信息较为信任;信息源信任变量通过影响消费者对可追溯猪肉的消费信心进而影响购买意愿;消费比重、年龄及学历变量显著影响消费者对可追溯猪肉的购买意愿。最后提出加大对食品可追溯体系宣传的力度,鼓励消费者积极查询可追溯信息,国家层面做好顶层设计,建立统一的信息发布平台等相关对策建议。
译 名：
Effects of information source trust on consumers' willingness to buy traceable pork——Empirical analysis based on 1009 consumer questionnaires in Shanghai and Jinan
作 者：
MENG Xiao-fang;LIU Zeng-jin;ZHANG Li-xia;LI Yu-feng;School of Economics and Management,Shanghai Ocean University;Information Research Institute of Science and Technology,Shanghai Academy of Agricultural Sciences;
单 位：
MENG Xiao-fang%LIU Zeng-jin%ZHANG Li-xia%LI Yu-feng%School of Economics and Management,Shanghai Ocean University%Information Research Institute of Science and Technology,Shanghai Academy of Agricultural Sciences
关键词：
Information source trust;;Consumer confidence;;Purchasing willingness;;Traceable pork
摘 要：
Based on a survey date of 1 009 consumers from Shanghai and Jinan,this paper analyzed the effects of information source trust on consumers' pork purchasing willingness and its influencing factors by using the bivariate probit model and binary probit model. The results showed that only 30. 72% of the consumers knew the concept of food traceability,and TV,internet,and food labels were the three main channels for consumers to understood traceable food-related information,and 87. 4% of them had a willingness to buy traceable pork.Consumers trusted the pork traceability information published by the government. The information source trust significantly affected the consumer confidence in traceable pork,and the consumer confidence significantly affected consumers' purchasing willingness of traceable pork. By directly affecting the consumer confidence of traceable pork,the information source trust could indirectly affect consumers purchasing willingness of traceable pork,proportion of consumption,age and academic variables significantly influence consumers' willingness to purchase traceable pork. Finally,the author put forward some countermeasures and suggestions,such as increasing the publicity of food traceability system,encouraging consumers to inquire the traceability information actively,making top-level design at the national level,and establishing a unified information release platform.
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