生鲜农产品可追溯信息的消费者行为与偏好研究  

Research on Consumer Behavior and Preference of Fresh Agricultural Products Traceable Information

作　　者：綦方中[1] 陈心怡[1] 王佳依 QI Fangzhong;CHEN Xinyi;WANG Jiayi(College of Management,Zhejiang University of Technology,Hangzhou 310023,China;Fan Li Business School,Shaoxing Vocational and Technical College,Shaoxing 312000,China)

机构地区：[1]浙江工业大学管理学院,杭州310023 [2]绍兴职业技术学院范蠡商学院,浙江绍兴312000

出　　处：《科技与经济》2021年第1期46-50,共5页Science & Technology and Economy

基　　金：国家社会科学基金项目——“创建大数据下我国农产品可追溯质量安全模式与运行机制研究”(项目编号:18BJY148,项目负责人:綦方中)成果之一。

摘　　要：构建农产品可追溯信息的消费者行为模型,通过问卷调查收集相关数据,运用SPSS24.0进行数据分析。研究结果表明,消费者对获得农产品的各类可追溯信息均持正向积极的态度且受消费者偏好的影响,绿色的产地环境、优质的产品品种和可信的过程检测这三个维度的信息可以作为一种外界刺激因素,通过增加消费者的感知价值来提升消费者的重复购买意愿。据此结论,提出相关意见。This article built a consumer behavior model of agricultural product traceability information,collected relevant data through a questionnaire survey,and used SPSS24.0 for data analysis.The research results show that consumers have a positive attitude towards various traceable information on agricultural products and are affected by consumer preferences.The green production environment,high-quality product varieties,and credible process detection are the three dimensions of information that can be used as an external stimulus to increase consumers'willingness to buy repeatedly by increasing their perceived value.And relevant opinions are proposed according to this conclusion.

关 键 词：生鲜农产品 可追溯信息 感知价值 消费者偏好 

分 类 号：F323.7[经济管理—产业经济] F713.55F322