长沙消费者安全猪肉支付意愿的影响因素研究

Research on the Influence Factors of Changsha Consumer Willingness to Pay for Safety Pork

基于长沙市消费者调查数据,分析了消费者对猪肉质量安全的认知情况、对质量安全猪肉的支付意愿,并采用计量分析方法对消费者购买优质安全猪肉及其影响因素进行了分析。在对相关文献进行回顾并结合近几年的新闻事件的基础上,以安全猪肉这一安全食品为例,确定了影响消费者安全食品支付意愿的6大因素(不包含个人信息因素):主观知识、客观知识、食品标签使用频率、购买频率、公共机构信任度以及信念。基于信度分析及回归分析和对消费者支付意愿的影响因素进行了实证研究,结果表明:标签的使用频率和消费者信念对于消费者的支付意愿有显著影响,而其他4项因素均对其无显著相关性。

Based on Changsha consumer survey data, the consumers awareness of the quality and safety of pork were analyzed. The quantitative analysis methods were used to analyze the willingness to pay for quality and safety of pork and its influencing factors. Based on some news events of the past few years, combined with a review of the relevant literature to the safety of pork safe food, six factors affect consumers＇willingness to pay for safe food were identified（does not contain personal information factors） ： subjective knowledge, objective knowledge, f6od label use fre- quency, frequency of purchase, public institutions trust and belief. And empirical research was conducted based on reliability analysis and re- gression analysis and the impact on consumers willingness to pay factors. The results showed that ： the frequency of use of the label and the consumer belief are significantly correlated with the consumer willingness to pay, while the other four factors have no significant correlation on it.