危机背景下信息干预对认证猪肉的信任水平与支付意愿的影响研究  

Information Intervention on Consumers Trust and Their Willingness-to-Pay for Certified Pork under Food Safety Crisis

作　　者：周洁红[1] 李祎[1] 鄢贞[1] Zhou Jiehong;Li Yi;Yan Zhen(China Academy for Rural Development,Zhejiang University,Hangzhou 310058,China)

机构地区：[1]浙江大学中国农村发展研究院,浙江杭州310058

出　　处：《浙江大学学报（人文社会科学版）》2020年第3期29-44,共16页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：国家社科基金重大项目(19ZDA106);国家自然科学基金项目(71773109,71703150,2016YFD0401201)。

摘　　要：在食品质量安全事件的冲击下,信息对消费者的购买行为及支付意愿具有显著影响。实证研究表明:受到负面信息刺激后,消费者对认证猪肉的信任程度及购买频率提升,且均高于非认证猪肉;同时接触负面信息和专家解读后,非认证猪肉的购买频率有所上升。通过增大信息刺激强度,可以提高认证猪肉的购买频率。在支付意愿方面,信任水平正向影响对认证猪肉的支付意愿;受到负面信息刺激时,信息刺激强度可以正向调节信任水平对支付意愿的影响程度,但双面信息刺激下不存在该调节效应。进一步估计边际效应发现,年轻、信任水平高的消费者更倾向于为认证猪肉支付高价,特别是受到较强的信息刺激时,这类消费者对认证猪肉的支付意愿最高。Agricultural certificates,such as green or organic product certificates,can help reduce information asymmetry between agricultural food companies and consumers along supply chain.With high quality and safety,these products have greater market stability than non-certified products when exposed to food safety scandals.However,certified food products are still not so popular because common consumers are unfamiliar with and not willing to pay for higher price.Information disclosure is considered to be an effective way to improve consumers trust level and their willingness to pay(WTP),therefore their consumption of certified food could be increased by providing with some information stimulation under food crisis.African swine fever(ASF)has posed a serious threat to the Chinese pork industry ever since it broke out in the country.However,it may have a positive effect on the promotion of certified pork.This paper attempts to explore how to implement information intervention to increase consumers WTP for certified pork in the context of a food crisis related to ASF through providing different forms of information stimulation.Previous studies have focused on the detail content and sources of information,but few have investigated the intensity of information stimulation.In addition,to what degree of the food safety crisis affecting the development of the certified food industry remains unknown.To fill in this gap,an investigation was conducted in major pork consumption cities in China.Two different information stimulation groups(negative and balanced)and one as control were established on the basis of mass media reports on the ASF epidemic in China.The negative information listed the harm and current situation of swine fever,as well as negative news about branded pork exposed to ASF,and the balanced information included some positive information from experts to counter the negative information,while the control group did not contain any related news.The intensity of information stimulation in this work is represented by an

关 键 词：信息刺激 信任水平 支付意愿 认证猪肉 CVM 

分 类 号：F326.3[经济管理—产业经济] F322F274