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当前位置: 首页 > 文章 > 消费者对可追溯猪肉的购买意愿及其影响因素分析——基于北京市495位消费者的问卷调查 上海农业学报 2016,32 (3) 126-133
Position: Home > Articles > Analyses on the intention and influencing factors for consumers to buy traceable pork based on 495 consumer questionnaires in Beijing City Acta Agriculturae Shanghai 2016,32 (3) 126-133

消费者对可追溯猪肉的购买意愿及其影响因素分析——基于北京市495位消费者的问卷调查

作  者：
刘增金;乔娟;张莉侠;马佳
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
关键词：
可追溯猪肉;购买意愿;影响因素;计划行为理论;结构方程模型
摘  要：
利用北京市实地调查的495份消费者问卷,依据计划行为理论,运用结构方程模型,实证分析消费者对可追溯猪肉的购买意愿及其影响因素。研究发现:消费者对可追溯食品的认知水平整体不高,电视、食品标签、网络是人们了解可追溯食品的三种最主要渠道;购买可追溯食品的消费者不多,其中以购买过可追溯猪肉的消费者最多;在假设市场上的猪肉全部实施可追溯的情境下,若猪肉价格不变,大多数消费者的猪肉购买量不会发生变化,但若猪肉价格提高,较大比例的消费者表示猪肉购买量会减少;权益保障因素反向显著影响消费者对可追溯猪肉的购买意愿,外界刺激因素正向显著影响消费者对可追溯猪肉的购买意愿。政府应加强对消费者关于猪肉可追溯体系的宣传力度、鼓励公众参与猪肉可追溯体系建设。
译  名：
Analyses on the intention and influencing factors for consumers to buy traceable pork based on 495 consumer questionnaires in Beijing City
作  者：
LIU Zeng-jin;QIAO Juan;ZHANG Li-xia;MA Jia;Agricultural Information Institute of Science and Technology,Shanghai Academy of Agricultural Sciences;College of Economics and Management,China Agricultural University;
关键词：
Traceable pork;;Buying intention;;Influencing factor;;Planned behavior theory;;Structural equation model
摘  要：
According to the 495 consumer questionnaires in Beijing City,empirical analyses of the intention for consumers to buy traceable pork and its influencing factors are made by means of the planned behavior theory and the structural equation model.The results indicate that the consumers are not high at cognitive level of traceable food,and television,food labels and network are three main channels for them to understand traceable food;The consumers buying traceable food are not many,and most of them are those having bought traceable pork;Supposing that all pork in markets can be traceable,the pork consumption of most consumers remains unvaried if pork prices are stationary and otherwise reduce if pork prices rise;The rights and interests safeguard has a significant negative effect on the intention for consumers to buy traceable pork,while external stimulus factors have a significant positive effect.The government should give much publicity of the pork traceability system and encourage the public to participate in construction of the pork traceability system.

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