偏好逆转下消费者生鲜鸡认知与购买意愿:基于广东省问卷数据的分析  

Consumers' Cognition and Purchase Intention of Fresh Chicken under Preference Reversal:An Analysis Based on Questionnaire Data in Guangdong Province

作　　者：姜百臣[1] 吴桐桐 Jiang Baichen;Wu Tongtong

机构地区：[1]华南农业大学经济管理学院 [2]广东财经大学华商学院经济与金融系

出　　处：《中国农村观察》2017年第6期71-85,共15页China Rural Survey

基　　金：广东省自然科学基金项目"农产品质量短缺与结构升级双视角下的农业供给侧结构性改革实现路径研究"(编号:2017A030313425)的资助

摘　　要：为有效避免禽流感疫情风险,广东省政府对食用鸡强制实施标准化管理,"集中屠宰、冷链配送、生鲜上市"。然而,由于广东消费者对活鸡有强烈偏好的传统,生鲜鸡质量安全风险对其信任和购买意愿产生较大影响。本文以广东省627个消费者样本为例,将其对供应链(产地养殖、屠宰加工、流通销售)信息的认知水平进行分解,基于计划行为理论构建结构方程模型,研究了消费者对标准化模式生鲜鸡供应链各环节信息的认知水平对其购买意愿的影响。研究发现,消费者对生鲜鸡产地养殖环节的信任水平、流通销售环节对疫病风险的规避和个体对产地养殖属性的偏好对其购买意愿的影响非常显著;此外,性别、受教育程度、职业类别、收入水平也对消费者购买意愿产生较大影响。研究还发现,相对于活鸡消费而言,消费者对生鲜鸡的积极信念相对不足,影响了其对于行为态度、主观规范和知觉行为控制的正向解释,由活鸡向生鲜鸡的消费偏好逆转尚未完全实现。Guangdong province has introduced standardixe supply chian processes for fresh chicken to ensure food safety.Based on their preference for live poultry, local consumers have little trust in fresh chicken industry. This article uses sample data from 627 consumers in Guangdong Province and fonstructsa structurural equation model, aiming to analyze the key factors that affect thheir lack of willingness to payfor fresh chicken. The findings show that consumers＇ level of trust in the production cycle of the fresh chicken industry,risk aversion n level inthe circulation cycle and individual preference for beeeding properties have impacts on their purchase intention.In addition,gender,educstion level, occupation and income level influence consumers＇ willingness to pay. Compared with live pouultry, consumers have less trust in fresh chicken, which has impacts on their attitudes,subjective norms and perched behavioral controt Consumers＇ preference reversal from livepoultry to fresh chicken has not yet been achieved.

关 键 词：购买意愿 计划行为理论 结构方程模型 标准化供应链模式 生鲜鸡 

分 类 号：F014.5[经济管理—政治经济学]