消费者支付意愿与食品供应链溯源信息节点设置  

Consumers'willingness to pay and the traceability information nodes setting of food supply chain

作　　者：刘然 赵林度[1] Liu Ran;Zhao Lindu(School of Economics and Management, Southeast University, Nanjing 211189, China)

机构地区：[1]东南大学经济管理学院,南京211189

出　　处：《东南大学学报（自然科学版）》2021年第3期535-541,共7页Journal of Southeast University：Natural Science Edition

基　　金：国家自然科学基金重大资助项目(71390333).

摘　　要：构建了消费者支付意愿对供应链溯源信息节点设置位置和数量的作用函数.从消费者行为特征和信息扩散模式的视角,探究了决定消费者对食品溯源信息支付意愿的影响因子及其作用特征.研究表明,生产商根据信息程度均衡配置节点位置,消费者对食品支付意愿的提高会激励生产商增加信息节点的设置数量.消费者行为特征和市场信息扩散模式决定消费者支付意愿,进而影响信息节点的设置.风险偏好较低、对市场调整有较大忍耐度的消费者,在信息传播速率较快、信息敏感度较高的消费市场,对高溯源信息食品有较大的支付意愿,也更利于政府在供应链溯源体系构建初期推进试点工作.A function of consumers'willingness to pay influencing the location and quantity of supply chain traceability information nodes is constructed.From the perspectives of consumer behavior characteristics and information diffusion patterns,the influence factors and their functions are explored which determine consumers'willingness to pay for food traceability information.The results show that manufacturers allocate node positions in a balanced manner according to the degree of information,and the increase in consumers'willingness to pay will encourage manufacturers to increase the number of information nodes.Consumer behavior characteristics and market information diffusion patterns determine consumers'willingness to pay,which in turn affect the setting of information nodes.Consumers with lower risk appetite and greater tolerance for market adjustment have a greater willingness to pay for highly traceable information food in markets with fast information transmission rates and high information sensitivity.It is also conducive for the government to promote the pilot work in the initial stage of the construction of the supply chain traceability system.

关 键 词：消费者行为 信息扩散 可溯源信息节点 消费者支付意愿 

分 类 号：C939[经济管理—管理学]