农产品销售者质量安全追溯意愿的实证分析

Empirical Analysis of the Quality Safety Tracing Willingness of Agricultural Product Sellers

销售者作为农产品信息链的纽带,对农产品信息的传递有着决定性的影响。本文以144个农产品销售者为研究对象,探讨了其质量安全追溯意愿,发现41.67%的农产品销售者在农产品出现质量问题时有向上一级供应者追溯的意愿。影响农产品销售者追溯意愿的因素有销售规模、销售点已有年限、是否有固定供应者、销售时是否开票、"三证"是否齐全等。

As the link of agricultural product information chain, the sellers have the decisive impact on the transmission of agricultural product information. This paper took 144 sellers of agricultural products as the study object to explore their quality safety tracing willingness. Results showed that 41.67% of sellers had willingness to trace the upper-level suppliers with quality problems of agricultural products. The factors influencing the tracing willingness of agricultural product sellers included sales volume, existing years of sales stations, whether hav- ing fixed suppliers, availability of invoice, and the completeness of three kinds of certificates.