超市认证可追溯食品经营意愿影响因素的实证分析

An empirical analysis on the factors affecting supermarkets' operating intention of certified traceability food

基于东北、华北、华南3个样本区域283个超市样本数据,采用Ordered logistic模型,实证分析了超市认证可追溯食品经营意愿的影响因素。结果表明:经营信息提供态度、供货商信用注重度、认证可追溯食品经营利润、对认证与追溯体系认知度等变量正向影响超市经营认证可追溯食品的积极性。而经营信息提供态度变量对超市认证可追溯食品经营意愿的边际效应最大。

By using the Ordered logistic model,empirically analyses on factors affecting supermarkets＇ operating intention of certified traceability food are conducted based on 283 supermarket sample datum from northeast,north and south area of China.The results show that：The variables,such as‘The attitude of providing operating information＇,‘The degree of emphasis on supplier credit＇,‘Operating profit of certified traceable foods＇ and‘The cognition of certification and traceability system＇,have positive effects on supermarkets＇ operating intention of certified traceability food.Meanwhile,‘The attitude of providing operating information＇has the biggest marginal effect on supermarkets＇ operating intention of certified traceability food.