安全农产品认知影响产品和渠道选择的差异研究——基于消费认知行为模型的分析

On the Different Effect of the Safety Perception of Agricultural Products on the Choice of Agricultural Products and Channels——An Analysis Based on Consumer Cognitive Behavior Model

分析安全农产品认知对消费决策影响程度的差别以及在不同组群的差异,对于提高农产品市场的质量安全水平有重要意义。文章通过问卷调查了754位具有基本安全农产品认知的消费者,基于消费认知行为模型和倾向得分匹配法,分析了安全农产品认知对消费者产品和渠道选择的影响程度的差异。实证研究发现:高安全农产品认知对现代流通渠道选择的影响程度,强于对产品选择的影响程度,并且各组群之间的影响程度也有较大差别。整体来说,具备高认知的消费者,不会更加信任认证农产品,对待产品安全性的态度也更加中性,但是,选择直销渠道的意愿更强,尝试网络购买的更多。按年龄和学历划分消费者组群后发现,40岁以下组群和专科及以下学历的组群显著地信任认证产品,40岁及以上和本科及以上学历的消费者则没有显著地对认证产品表现出信任;30~39岁组群和本科学历组群,相较其他组群会更显著地重视农产品安全属性;40~49岁组群和本科学历组群显著地愿意选择直销渠道,其他组群则鲜有表现出显著的意愿;30岁以下组群和研究生学历组群会更多地尝试网络购买,其他年龄段和学历层次则没有显著的网购倾向。最后,文章建议在发展安全农产品市场时,要更重视现代农产品流通渠道建设。

Analyzing different effects of safety perception of agricultural products on purchase decision and analyzing the effects in different groups is of significance to improving the quality and safety of agricultural products. This research selected 754 consumers with basic ability to perceive the agricultural products safety as the questionnaire subjects, and analyzed the different impacts of safety perception on the choice of consumer products and channels on the basis of the Consumer Cognitive Behavior Model and Propensity Score Matching theory. Empirical study shows that high safety perception exerts greater effect on the choice of modem circulation channel than on the choice of products, besides, the degree of influence on different groups are also quite different. On the whole, the consumer with better safety perception do not trust the certificated agricultural products more easily, they treat the safety with more neutral stance, but they are more willing to choose the direct sales channels and try to use the in- ternet to purchase products. After the subjects are divided into different groups according to the age structure and education back- ground, the study shows that groups aged under 40 years old and with junior college education or below show noticeable trust in the certificated products; groups aged at and over 40 years old and with bachelor＇s degree or above do not show the obvious trust in the certificated products. Compared with other groups, the group aged from 30 to 39 years old and with undergraduate educa- tion attach more importance to the safe properties of agricultural products ; the group aged from 40 to 49 years and with undergraduate education are more willing to choose direct sale channel than other groups, while other groups do not show obvious willing- ness; the group aged under 30 years old and with post-graduate education are more willing to buy more from the internet, while groups of other age and education do not have significant online shopping tendency. Finally, this paper suggested that when we develop the safe agricultural products market, we should pay more attention to the construction of modern agricultural product cir- culation channel.