农产品追溯信息特征对消费者购买意愿的影响机制研究  

Research on the Mechanisms of the Impact of Agricultural Product Traceability Information Characteristics on Consumer Purchase Intentions

作　　者：高聪 项朝阳[1] GAO Cong;XIANG Zhaoyang

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070

出　　处：《华中农业大学学报(社会科学版)》2025年第1期121-133,共13页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：农业农村部重点项目“国家大宗蔬菜产业技术体系产业经济研究”(CARS-23-F01)。

摘　　要：农产品追溯信息是消费者诊断产品质量的重要参考依据,系统地总结农产品追溯的信息特征并深入分析其对消费者购买意愿产生影响的内在机理有利于进一步挖掘农产品追溯信息的市场价值。基于浙江、四川、上海等我国较早实行农产品追溯、经济相对发达的11个省市共405份消费者调查数据,对农产品追溯信息特征是否影响消费者购买意愿进行分析,从风险控制感和不确定性规避视角构建并检验农产品追溯信息特征对消费者购买意愿影响机理的模型。研究发现:农产品追溯信息质量、追溯信息源可信度与追溯标签使用限制正向影响消费者购买意愿,风险控制感在其中发挥部分中介作用;不确定性规避在农产品追溯信源可信度、风险控制感与购买意愿间起到负向调节作用,在农产品追溯信息质量、标签使用限制与购买意愿间的调节作用不明显。基于此,为进一步推动可追溯农产品消费者决策,从政府、企业和消费者三个角度提出了相应的政策建议。The traceability information of agricultural products serves as a crucial reference for consumers to assess product quality.Systematically summarizing the characteristics of agricultural product traceability information and conducting in-depth analysis of its underlying mechanisms influencing consumer purchasing intention are conducive to further exploring the market value of agricultural product traceability information.This study analyzes whether the characteristics of agricultural product traceability information affect consumer purchasing intention based on survey data from 405 consumers in 11 provinces and cities,including Zhejiang,Sichuan,and Shanghai,where agricultural product traceability systems were implemented early,and the economy is relatively developed.From the perspectives of risk control perception and uncertainty avoidance,a model is constructed and tested to examine the mechanisms through which the characteristics of agricultural product traceability information influence consumer purchasing intention.The research findings indicate that the quality of agricultural product traceability information,credibility of the information source,and restrictions on traceability label usage positively affect consumer purchasing intention,with risk control perception playing a partial mediating role.Uncertainty avoidance exerts a negative moderating effect on the relationship between the credibility of the agricultural product traceability information source,risk control perception,and purchasing intention,but has no significant moderating effect on the relationships between traceability information quality,label use restrictions,and purchase intention.Based on these findings,policy recommendations are proposed from the perspectives of government,enterprises,and consumers to further promote consumer decision-making regarding traceable agricultural products.

关 键 词：农产品追溯 追溯信息特征 风险控制感 不确定性规避 购买意愿 

分 类 号：F323.7[经济管理—产业经济]