消费者涉入度对进口冷链农产品安全信心的影响——基于京津沪穗宁汉六大城市消费者问卷调查  

The Influence of Consumer Involvement on the Safety Confidence of Imported Cold Chain Food——Based on the Questionnaire Survey of Consumers in Six Cities of Beijing,Tianjin,Shanghai,Guangzhou,Nanjing and Wuhan

作　　者：张文胜[1] 王志刚[2] ZHANG Wen-sheng;and WANG Zhi-gang(College of Economics and Management,Tianjin University of Science and Technology,Tianjin 300222,China;School of Agriculture and Rural Development,Renmin University of China,Beijing 100872,China)

机构地区：[1]天津科技大学经济与管理学院,天津市300457 [2]中国人民大学农业与农村发展学院,北京市100872

出　　处：《中国流通经济》2023年第5期41-48,共8页China Business and Market

基　　金：国家自然科学基金项目“食品安全城乡差距测度、形成机理及其对消费行为的影响机制研究”(71773136);教育部人文社会科学规划基金项目“重大疫情下消费者食品安全评估与自我保护行为研究”(22YJA630114)。

摘　　要：提振进口冷链农产品安全信心是促进农产品贸易健康发展、满足人民高质量农产品需求的基本要求。基于消费者非理性选择的涉入理论分析框架,使用京、津、沪、穗、宁、汉六大城市1271份消费者问卷调查数据,通过有序概率选择(Ordered Probit)模型,实证分析消费者涉入度对进口冷链农产品安全信心的影响。研究表明:消费者涉入度通过认知反应、态度改变和信息处理等对进口冷链农产品安全信心产生促进作用,说明非理性选择因素对消费者进口冷链农产品安全信心的形成具有重要影响;消费者对风险管理主体(如海关、进口企业、市场监管部门以及生产流通企业)的信任程度在涉入度对进口冷链农产品安全信心的影响中具有中介作用,说明作为消费者非理性选择因素的涉入度,通过风险管理主体信任对进口冷链农产品安全信心产生影响;进口冷链农产品安全素养在涉入度对消费者进口冷链农产品安全信心的影响中发挥负向调节作用,说明理性选择因素对消费者非理性选择行为的影响具有一定的纠偏作用。鉴于此,一要重视消费者涉入度。相关部门在农产品安全信息披露过程中,不仅要关注信息的客观真实性,还要关注消费者心理状态,引导消费者抱持积极态度。二要增强消费者对风险管理主体的信任。海关、进口企业、市场监管部门以及生产流通企业,不仅要提高进口冷链农产品安全信息披露水平,还要加强自身能力建设,积极回应消费者期待,进而提升消费者对各风险管理主体的信任水平。三要多方提升消费者农产品安全素养。消费者农产品安全素养作为国民健康素养的重要组成部分,各级政府和组织应把农产品安全素养提升作为突破口,积极落实提升国民健康素养的各项工作;企业应积极参与食品安全素养提升工程,通过邀请消费者参观家庭农场、食品Boosting the safety confidence of imported cold chain agricultural products is a fundamental requirement for promoting the healthy development of agricultural trade and meeting the demand for high-quality agricultural products by the people.Based on the analytical framework of the involvement theory of consumers'irrational choice,the authors empirically analyze the impact of consumer involvement on the safety confidence of imported cold chain agricultural products through Ordered Probit model,using 1271 consumer questionnaire data from six major cities,such as Beijing,Tianjin,Shanghai,Guangzhou,Nanjing and Wuhan.The results show that:consumer involvement has a promoting effect on the safety confidence of imported cold chain agricultural products through cognitive response,attitude change and information processing,indicating that irrational selection factors have an important impact on the formation of consumers'safety confidence in imported cold chain agricultural products;the degree of consumers'trust in customs,import enterprises,market supervision departments,production and circulation enterprises,which are risk management subjects,plays an intermediary role in the influence of the degree of involvement on the confidence in the safety of cold chain agricultural products,indicating that the degree of involvement,as an irrational choice factor of consumers,has an impact on the confidence in the safety of cold chain agricultural products through the trust of risk management subjects;and the safety literacy of imported cold chain agricultural products plays a negative moderating role in the impact of involvement on consumers'confidence in the safety of imported cold chain agricultural products,indicating that rational choice factors have a certain corrective effect on consumers'irrational choice behavior.In view of this,first,we should attach importance to consumer involvement.In the process of disclosing agricultural product safety information,relevant departments should not only pay attention to the objective a

关 键 词：进口冷链农产品 非理性选择 消费者涉入度 农产品安全 

分 类 号：F304.3[经济管理—产业经济]