| 摘要: |
| 以全国13省(市、区)305个消费者调研数据为基础，运用Logistic模型对消费者购买安全认证肉鸭产品的意愿及其影响因素进行计量分析。结果表明：消费者购买安全认证肉鸭产品受到多种因素的影响，其中，受教育程度、家庭成员数量、是否为家庭主要食品购买者、肉鸭产品质量安全关心程度、市场上安全认证肉鸭产品种类、安全认证肉鸭产品销售渠道、卫生、产地和品牌认可度、能承受的价格及人患H7N9禽流感事件出现后关注肉鸭产品的安全问题等因素的影响都较显著且方向有所差异。受教育程度、产地和品牌认可度、人患H7N9禽流感事件出现后关注肉鸭产品的安全问题等影响因素在统计显著性水平10%上是显著的；家庭成员个数、是否为家庭主要食品购买者、能承受的价格、市场上安全认证肉鸭产品种类等影响因素在统计显著性水平5%上是显著的；而消费者对肉鸭产品质量安全关心程度、安全认证肉鸭产品销售渠道、卫生等影响因素在统计显著性水平1%上是较显著的。据此，揭示出以下政策启示：细分安全认证肉鸭产品市场；最大程度减少信息不对称问题；政府与市场应用并重；优化消费环境；提高安全认证肉鸭产品在市场上的竞争力。 |
| 关键词: 肉鸭 安全认证 购买意愿 影响因素 Logistic模型 |
| DOI：10.11841/j.issn.1007-4333.2014.05.34 |
| 投稿时间：2013-12-16 |
| 基金项目:国家现代农业产业技术体系专项经费资助项目（CARS-43-10B） |
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| An empirical study on consumer’ intention to buy duck products with safety certificates and its influencing factors |
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TUERSUN·Maierdan, WANG Ya-peng
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| (College of Economics and Management/ Hubei Rural Development Research Center, Huazhong Agricultural University, Wuhan 430070, China) |
| Abstract: |
| Based on the research data of 305 consumers from 13 provinces (cities or counties) nationwide, in this article, consumers' willingness to buy duck products with safety certificates as well as the influencing factors were analyzed with a Logistic model.The results showed that consumers' willingness to buy duck products with safety certificates was influenced by many factors, including their education degrees, family population, responsibility in family food shopping, concerns about food safety of duck products, the categories of duck products with safety certificates on the market, sales channels, sanitation, origin and brands of duck products with safety certificates, bearable price and the attention paid to duck products safety after the event of H7N9 flu.Various factors had distinct directions and significant differences.The educational level, origin and brand recognition after the H7N9 avian flu, concern about the safety of duck products and other influencing factors were significant in a statistical significance level of 10%.The number of family members and whether who were the family main food buyers, affordable prices, duck product categories with safety certificates of the market and other influencing factors were significant in a statistical significance level of 5%.Consumers' quality and safety concern of duck products, sales channels of duck products with safety certificates, health and other influencing factors were more significant in a statistical significance level of 1%.Accordingly, the following policy implications have been revealed, including subdividing the duck product market with safety certification, reducing the information asymmetry problems to a maximum extension, strengthening the application of both the government and the market, optimizing the consumption environment, and improving the competitiveness of the duck products with safety certification in the market. |
| Key words: duck safety certificate consumers’ Intention influencing factors Logistic model |
