食品追溯体系对消费者感知不确定性的作用机制研究——以山东省溯源猪肉消费为例  

Research on the Mechanism of Food Traceability System to Consumers' Perception of Uncertainty——by the Case of Pork Consumption in Shandong Province

作　　者：崔春晓[1,2] 王凯[1] 李建民[2] 

机构地区：[1]南京农业大学经济管理学院,江苏南京210094 [2]山东理工大学商学院,山东淄博255049

出　　处：《经济经纬》2017年第1期50-55,共6页Economic Survey

基　　金：国家自然科学基金项目(71273136);教育部人文社会科学青年基金项目(13YJC790017);山东理工大学人文社会科学发展基金项目

摘　　要：笔者以溯源猪肉为例,利用山东省消费者591份调研问卷数据,采用结构方程模型分析食品追溯系统对消费者感知不确定性的作用机制。结果显示,在实施食品追溯机制的背景下,消费者对溯源猪肉的感知不确定性降低,这源于其感知信息不对称和对卖方投机行为担忧的缓解,这将进一步强化其购买意愿,并使其愿对溯源猪肉进行溢价支付。建议政府相关部门规范可追溯系统的信息披露内容,以便消费者诊断产品;简化相应的认证程序,以减少溯源成本。Using the data form 591 questionnaires of consumers about traceability pork in Shandong province, this paper focuses on whether the food traceability system can reduce the consumers＇ sense of uncertainty by using the structural equation model. The results show that consumers＇ perceived uncertainty can be reduced when adopting Food Traceability System （FTS） because of both their perceived information asymmetry and reduced fears of seller opportunism, which enhances the consumer＇ s purchase intention and willingness to pay the premium for traceability of pork. But the correlation between the product diagnostic and the consumer sense of uncertainty can not be verified. The paper tries to give some suggestions to the related management department for promoting the development of the food traceability system construction, such as regulating the disclosure information content of the traceability system to facilitate consumers＇ diagnosis of food and simplifying the corresponding certification procedures to reduce the tracing cost.

关 键 词：可追溯体系 感知不确定性 购买意愿 价格溢价 

分 类 号：F762.5[经济管理—产业经济]