消费者认证标识食品信任的影响因素分析——基于784份问卷调查数据

Analysis on the influence factors of consumer's trust on certification label food: Based on 784 survey data

基于784份消费者调查数据,引入信任模型,从消费者特征、认知水平、风险感知、经济环境、制度评价等方面选取18个变量,运用有序probit模型实证分析消费者认证标识食品信任的影响因素。结果表明:受教育程度、养育小孩、价格敏感度、参与程度、标识食品购买频率、标识必要性判断具有显著的正向影响;年龄、家庭月食品消费支出及经历食品安全事件的次数具有显著的负向影响;是否为家庭食品的主要购买者、老人、食品安全的严重性判断、标识认识的数量、标识的使用、家庭月收入水平及政府监管满意度评价的影响不显著。

On the basis of 784 consumer survey data, introducing trust model, selecting 18 variables from the following aspects, such as consumer characteristics, cognitive level, risk perception, economic environment, system evaluation, this paper made an empirical analysis on the factors that affected eonsumer＇s trust on certification label food using ordered probit model. The results showed that the factors such as education level, having children, price sensitivity, concerns for food safety, frequency of buying certification label food and judgment for the necessity of certification label influence the trust on certification label positively. Age, monthly food payout and food safety incidents experience have a negative influence, whether the main buyer of food in household, the elderly, judging the severity of food safety, identifying the number of logo, using the logo, income levels and government regulators satisfaction do not play a significant role in it.