消费者对认证食品购买意愿影响因素的实证研究

Empirical Study on Influence Factors of Consumers′Purchase Intention of Certificated Food

首先构建了消费者对认证食品的消费行为理论模型,然后在对消费者进行问卷调查的基础上,探讨了消费者对检测与认证机构信任的维度,采用多元回归方法分析最终变量对认证食品购买意愿的影响。结果表明,消费者对检测与认证机构的信任能够提高对认证食品的购买意愿,增强消费者对检测与认证机构的信任应做好三方面工作:加强检测与认证机构的食品检测与监督能力并提高认证人员业务素质;加强对检测与认证机构的监督和提高检测与认证机构工作的诚信度;加强消费者食品质量安全宣传并重视检测与认证机构在食品质量安全方面的作用。

This paper constructs a theory model of consumes′ behavior and explores consumers′dimensions of trust to test and certification organization by applying factor analysis method and adopts multiple regression method to analyze how final variables influence consumers′purchase intentions of test and certificated vegetables based on questionnaire survey to consumers. The results show that consumers′trust to test and certification organization enhances purchase intention of certificated food. To strengthen consumers′trust to test and certification organization should complete three aspects：to strengthen food certification and surveillance ability, to improve professional′s quality, to strengthen supervision and enhance work faith, to strengthen propaganda of food quality safety and attach importance to their function in food quality safety.