摘要
利用北京市实地调查的495份消费者问卷,选用双变量Probit模型,实证研究了品牌可追溯性信任对消费者猪肉消费行为的影响,定量分析了品牌可追溯性信任变量可能存在的内生性问题,以及不同追责意识下品牌可追溯性信任变量对消费者品牌猪肉购买行为影响的差异,全面考察了消费者品牌猪肉购买行为的影响因素。研究发现:消费者普遍倾向于购买可以明确识别品牌的猪肉,且多数消费者将之转化为行为习惯;消费者对品牌可追溯性的信任度整体较高,大多数消费者相信对可以明确识别品牌的猪肉比不能明确识别品牌的猪肉更易追查到安全事件责任人;消费者对品牌猪肉可追溯性的信任程度显著正向影响消费者对品牌猪肉的购买行为,忽略品牌可追溯性变量的内生性会明显低估该变量对消费者品牌猪肉购买行为的影响;品牌可追溯性信任变量对具有追责意识消费者品牌猪肉购买行为的影响不管是显著性还是作用程度都要明显高于不具有追责意识的消费者;购买成员、性别、年龄、是否有小孩等变量显著影响消费者对品牌猪肉的购买行为。因此,政府应鼓励企业加强品牌化建设,通过多样化渠道的宣传和引导来增强消费者的追责意识和维权意识,加强食品质量安全监管。
Using 495 consumer questionnaires in Beijing and choosing the bivariate probit model,this paper empirically studies the influence of brand traceability trust on consumers＇ pork purchase behavior,and quantitatively analyzes the possible endogenous problem of the variable of brand traceability trust,and the difference in the influence of brand traceability trust on consumers＇ pork purchase behavior under the condition of different responsibility consciousness.And it comprehensively investigates the factors affecting consumers＇ behavior of purchasing brand pork.The results are as follows：consumers generally prefer to buy the pork that can clearly identify the brand,and the majority of consumers transform purchasing the brand pork as a kind of behavior habit;the level of consumers＇ brand traceability trust is high in general,most of consumers believe that,compared with the pork that cannot clearly identify the brand,the pork that can clearly identify the brand more easily trace the responsible person of security incidents;consumers′brand traceability trust has a significant positive effect on consumers′behavior of purchasing brand pork,and ignoring the endogenous problem of brand traceability trust will significantly underestimate the effect of the above variable on consumers＇ behavior of purchasing brand pork;compared with the consumers that have not responsibility consciousness,the significance and degree of influence of brand traceability trust on consumers′behavior of purchasing brand pork for those who have responsibility consciousness are apparently higher;purchase member,age,gender and child significantly influence consumers＇ purchasing behavior for brand pork.The government should encourage enterprises to strengthen brand building,enhance consumers＇ responsibility consciousness and rights consciousness through various publicity and guidance channels,and strengthen food safety supervision.
出处
《技术经济》
CSSCI
北大核心
2016年第5期104-111,共8页
Journal of Technology Economics
基金
现代农业产业技术体系北京市生猪产业创新团队产业经济研究项目(BAIC02)
国家自然科学基金面上项目"基于市场导向的畜牧业标准化运行机理与绩效研究"(71573257)
