消费者对可追溯性农产品的认知及购买意愿实证研究--以长沙市消费者为例.pdfVIP

农业经济｜三农问题｜信息工程 消费者对可追溯性农产品的认知及购买意愿实证研究 —— 以长沙市消费者为例 饶隽隽 ，张 敏 （湖南农业大学商学院，湖南长沙 410128 ） 摘 要：以随机选取长沙市300名消费者的调查数据构建消费者决策过程模型，运用spss20.0进行数据分析以验证各个变量间的关系以及该模型 的合理性，研究了消费者对可追溯性农产品的购买意愿及其影响因素。结果表明：可追溯食品的市场前景与购买意愿密切相关，而消费者的购买 意愿与消费者的认知有显著相关关系。提出了加大监控管理力度、积极推动行业建立可追溯体制、建立完善的销售渠道和信息供给机制、提高消 费者的认知程度和维权意识等是增强消费者对可追溯性农产品购买意愿的关键，借此推进我国农产品质量安全溯源机制建立，实现农产品“从田 间到市场” 的全程监管。 关键词：可追溯农产品；质量安全；认知；购买意愿 F326.5 A 1006-060X 2014 05-0072-05 中图分类号： 文献标识码： 文章编号： （ ） Recognition and Purchase Intention of Consumers to Traceable Agricultural Products —Taking Consumers from Changsha City as Example RAO Jun-jun, ZHANG Min (College of Business, HNAU, Changsha 410128, PRC) Abstract: Taking investing data of 300 consumers, who are selected from Changsha city randomly, to construct decision-making process model of consumer, and using spss20.0 to analyze the data in order to verify the relationship between each variable and the rationality of the model, while the purchase intension of consumers to traceable agricultural products and its influencing factors were analyzed. The results showed that the market prospects of the traceable food related to the purchase intension closely, and the purchase intention of the consumer had significant correlation with the recognition of the consumer; the key points for increasing purchase intension of consumers to traceable agricultural products were put forward, such as enhancing supervision and management degree, promoting construction of traceable system for industry actively, establishing perfect sell channel and information providing system, and improving recognition degree and right protection recognition of consumers, thus promoti