可追溯海产品购买行为影响因素分析——基于消费者微观调查数据  

Analysis of influencing factors of traceable seafood purchase behavior: based on consumer micro survey data

作　　者：梁杰[1] 高强[1] LIANG Jie;GAO Qiang(College of Management,Ocean University of China,Shandong Qingdao 266100,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《中国渔业经济》2020年第4期80-88,共9页Chinese Fisheries Economics

基　　金：国家自然科学基金项目“农户分化背景下需求导向型农技推广机制研究”(71273248)资助。

摘　　要：论文依据计划行为理论,运用二元logit模型实证分析了消费者可追溯海产品购买行为的影响因素。研究发现:态度、主观规范和知觉行为控制均会影响消费者的可追溯海产品购买行为。具体地,消费者对可追溯信息功能的态度显著影响其可追溯海产品购买行为;作为一类"重要外部团体",周围消费者购买可追溯海产品的行为会显著影响本消费者可追溯海产品的购买决策;在消费者资源禀赋方面,受教育程度显著正向影响消费者可追溯海产品购买行为,而家庭收入对消费者可追溯海产品购买行为影响不显著;在消费者预期困难方面,年医药费用支出越少、年遭遇食品安全事件次数越多的消费者,可能对食品安全和身体健康越不重视,对于安全性更高的可追溯海产品购买动机越低。According to the Theory of Planned Behavior, the Binary Logit Model is used to empirically analyze the influencing factors of consumers’ traceable seafood purchase behavior. The study found that attitudes, subjective norms and perceptual behavioral control all affect consumers’ traceable seafood purchase behavior. Specifically, consumers’ attitudes toward traceability information significantly affect their traceable seafood purchase behavior. As a type of "important external group", the behavior of surrounding consumers’ purchase of traceable seafood will significantly affect their purchase decision-making of traceable seafood. In terms of consumer resource endowment, education level significantly positively affects consumers’ traceability of seafood purchase behavior, while household income has no significant impact on consumer traceable seafood purchase behavior. Consumers with less annual medical expenses and more food safety incidents may pay less attention to food safety and health, and have lower purchase motivation for traceable seafood with higher safety.

关 键 词：可追溯信息 海产品 购买行为 计划行为理论 

分 类 号：F326.407[经济管理—产业经济]