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当前位置: 首页 > 文章 > 大都市消费者对地产蔬菜的信任及对购买行为的影响研究——基于上海市532份消费者问卷调查数据的实证分析 上海农业学报 2019 (6) 127-134
Position: Home > Articles > Metropolitan resident's trust on local vegetable and its effect on purchasing behavior——An empirical analysis based on consumer survey in Shanghai Acta Agriculturae Shanghai 2019 (6) 127-134

大都市消费者对地产蔬菜的信任及对购买行为的影响研究——基于上海市532份消费者问卷调查数据的实证分析

作  者：
俞美莲;祁凤梅;刘增金;赵京音
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：
消费者信任;地产蔬菜;购买行为;有序Logistic模型
摘  要：
基于上海12个区532份消费者调查问卷数据,选用有序Logistic模型,实证分析了消费者对地产蔬菜的质量安全信任及对其购买行为的影响。研究发现:88.53%的消费者对自己获取的蔬菜质量安全信息持信任态度,79.88%的消费者对地产蔬菜的质量安全优于非地产蔬菜质量安全持信任态度;大多数消费者通过感官来判断蔬菜质量安全;消费者主要通过食品标签、购买场所宣传栏、电视广播这3个渠道来了解蔬菜质量安全信息。地产蔬菜的信任程度、蔬菜消费比重、绿叶菜消费比重、性别、年龄、家庭人口数、老人情况、购买成员8个变量显著影响消费者地产蔬菜购买行为。根据研究结果,提出加强地产蔬菜的宣传与推介、强化地产蔬菜质量安全监管、以市场需求为导向引领生产、提高地产蔬菜产业化发展水平的建议。
译  名：
Metropolitan resident's trust on local vegetable and its effect on purchasing behavior——An empirical analysis based on consumer survey in Shanghai
作  者：
YU Mei-lian;QI Feng-mei;LIU Zeng-jin;ZHAO Jing-yin;Institute of Information of Agricultural Science and Technology,Shanghai Academy of Agricultural Sciences;College of Economics and Management,Shanghai Ocean University;
关键词：
Consumer's trust;;Local vegetable;;Purchasing behavior;;Ordinal logistic model
摘  要：
Based on 532 questionnaires obtained from 12 districts in Shanghai,the ordinal logistic model was selected to empirically analyze consumer' s trust on quality and safety of local vegetables and its impact on consumer' s purchasing behavior.The study found that 88.53% of consumers have confidence in the quality and safety information of vegetables they have acquired,and 79.88% of consumers believe that the quality and safety of local vegetables is better than that of non-local vegetables.Most consumers judge the quality and safety of food by sensory perception.Consumers mainly acquire the information about quality and safety of vegetables through food labels,publicity boards at place of purchase and television and radio broadcasting.The 8 variables,including level of trust in local vegetables,proportion of vegetable consumption,proportion of green leafy vegetables consumption,gender,age,family population,elder people,and purchaser,significantly affect consumer's purchasing behavior of local vegetables.Based on the results of the study,the suggestions are proposed including strengthening local vegetable promotion,strengthening quality and safety supervision,market-oriented production,and enhancing level of industrialized development of local vegetable industry.

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