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农产品质量安全监管中消费者参与意愿和行为研究-基于调查数据的实证分析 被引量:16

Research on Consumers' Willingness and Behavior to Participate in the Supervision of Agricultural Product Quality and Safety: Empirical Analysis Based on the Survey Data
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摘要 农产品质量安全关系到人民群众的身体健康和生命安全,关系到社会和谐稳定与全面建设小康社会的大局。消费者作为直接的利益相关者,成为农产品质量安全监管的重要参与主体。基于计划行为理论的改进模型,以城镇消费者作为调研对象,分析消费者行为态度、主观规范及质量感知能力对其参与农产品质量安全监管的意愿与行为的影响,探讨政府算计性与情感性承诺对消费者由参与意愿向参与行为转变过程的调节效应。研究表明:消费者的行为态度、主观规范及质量感知能力均对其参与农产品质量安全监管的意愿及参与行为产生显著的正向影响;消费者的参与意愿在消费者的行为态度、主观规范及质量感知能力对其参与行为的影响中发挥显著的中介效应;政府算计性与情感性承诺在消费者由参与意愿转变为参与行为的过程中发挥显著的正向调节作用。 The quality of agricultural products is whether safe or not is important for consumers' health and safety, and it is related to the overall situation and stability of the social harmony. Agricultural products quality and safety are related with consumers' interests directly, thus consumers become an important subject in the supervision of agricultural products quality and safety. This study takes the consumers as the main research objects and investi- gates the effectiveness of consumer' s behavior attitude, subjective norm and perceived quality ability on consumers' willingness and behavior of participating in the supervision of agricultural product quality and safety based on the improved model of the planned behavior theory, and explores regulating impacts of governments' calculative and af- fective commitments on consumers' participation behavior. The results show that consumers' behavior attitude, sub- jective norm and perceived quality ability do have positive effects on urban consumers' willingness and behavior of participating in the supervision of agricultural product quality and safety;the consumers' participation willingness plays a significant mediating role in the influence of consumers' behavior attitude, subjective norms and perceived quality ability on their participation behavior;governments' calculative and affective commitment play a different positive regulatory role in the process of consumers' participation willingness converting to participation behavior.
作者 苏昕 张辉 周升师 SU Xin;ZHANG Hui;ZHOU Sheng - shi(School of MBA;School of Business Administration, Shandong University of Finance and Economics, Jinan 250002, China)
出处 《经济问题》 CSSCI 北大核心 2018年第4期62-69,共8页 On Economic Problems
基金 国家社会科学基金重点项目“多主体协同的农产品质量安全保障机制研究”(15AGL014) 山东省重点研发计划“智慧农业趋势下农产品质量安全预警若干关键问题研究及系统实现”(2016GSFl20013) 泰山学者工程专项经费资助项目
关键词 消费者 农产品质量安全监管 参与意愿 参与行为 consumers the supervision of agricultural product quality and safety participation willingness par-ticipation behavior
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