信息源信任对消费者食品购买行为的影响研究——以可追溯猪肉为例

摘要

基于北京市、西安市消费者实地调查数据,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行为,探讨其影响因素.结果表明,消费者对可追溯食品的认知度整体不高,只有32.68％的人知道可追溯食品,购买过可追溯猪肉的比例更低,只有12.53％的人购买过;电视、网络、食品标签是消费者了解可追溯食品相关信息的3种主要渠道.消费者对可追溯猪肉的消费信心整体较高,但对猪肉追溯信息发布方的整体信任度不高;信息源信任变量显著影响消费者对可追溯猪肉的消费信心,消费信心变量显著影响消费者对可追溯猪肉的购买行为,信息源信任通过直接影响消费者对可追溯猪肉的消费信心起到间接影响消费者可追溯猪肉购买行为的效果;收入水平、购买成员、购买场所、职业、地区等变量显著影响消费者对可追溯猪肉的购买行为.因此,提出加大猪肉可追溯体系宣传力度并提高消费者追溯查询意识和习惯、规范追溯信息查询渠道并由政府发布追溯信息等相关对策建议.%Based on a survey data of 913 consumers from Beijing and Xi'an, and applying the bivariate Probit model and binary Probit model, this paper conducted an empirical analysis on the effects of information source trust on consumers' pork purchasing behaviors. Results show that consumers' perception of pork traceability is not high in general: only 32.68％ of them knowing the concept of food traceability. In addition, the percentage of those who have bought traceable pork is not high, either: only 12.53％ of them have bought traceable pork. Television, internet, and food label are the principal channels to obtain information of traceable foods. In general, the consumer confidence in traceable pork is high, while the overall trust on disseminators of pork traceability information is not high. The information source trust significantly affects the consumer confidence in traceable pork, and the consumer confidence significantly affects consumers' purchasing behaviors of traceable pork. By directly affecting the consumer confidence of traceable pork, the information source trust can indirectly affect consumers purchasing behaviors of traceable pork. Other variables, including the income level, the category of consumers, shopping places, professions, and regions, also show significant impacts on consumers' purchasing behaviors of traceable pork. Therefore, to increase publicity of pork traceability system, this paper suggests the Government to enhance consumers' awareness and habits of traceability information inquiry, to standardize the traceability information query channels, and to release traceability information by the Government directly.