可追溯乳品消费意愿和行为差异的影响因素研究

Research on the influence factors of differences between the traceability dairy consumption willingness and the traceability dairy consumption behaviour

关注可追溯乳品消费行为和消费意愿的差别,通过对北京市消费者关于可追溯乳品的调研数据,对消费者可追溯乳品消费行为和意愿的影响因素进行实证分析。结果表明:消费者对可追溯信息的需求程度、收入水平分别是影响可追溯乳品消费意愿及消费行为的最主要因素,消费者对可追溯乳品的消费意愿和消费行为之间均存在显著的正相关关系,但是,影响二者的因素不尽相同。

This article focused on the differences between the traceability dairy consumption willingness and the traceability dairy consump- tion behavior and conducted an empirical analysis based on the survey data about the traceability dairy consumers in Beijing. The results showed that the degree of consumers＇ demand for the traceability information was the main factor of influencing the traceability dairy con- sumption willingness and income levels respectively affecting the traceability dairy consumption behavior most. There was significant positive correlation between the traceability dairy consumption willingness and the traceability dairy consumption behavior, however, the factors influ- encing them were not the same ones.