消费者对安全认证猪肉的选择行为偏差及其影响因素

Selection deviation and influence factors of consumers' purchasing behavior for pork with safety certification

近年来农产品安全风险事件频发,引起了社会各界的广泛关注。在此背景下,安全认证开始成为消费者购买猪肉时着重考虑的因素,但由于消费者自述偏好与现实选择之间的差异,导致其购买安全认证猪肉的意愿与实际行为不一致。因此,深入挖掘导致这种差距的因素并识别内在的逻辑机理便构成了本研究的逻辑起点。文章通过对安徽和江苏两省844个消费者的实地调查,参照计划行为理论,运用logistic回归模型和分层分析的方法对消费者购买安全认证猪肉的意愿和行为进行研究。结果显示,消费者对购买安全认证猪肉表现出普遍的自述偏好,但实际上在很大程度上并没有转化为现实的购买行为。究其原因,消费者的受教育程度、信念强度、结果评价、控制信念对其自述偏好和现实选择一致性存在显著正向影响,服从动机和控制行为程度对消费者自述偏好和现实选择一致性存在显著的负向影响。文章进一步对过往经历的调节效应进行了深入分析,发现过往经历在通过信念强度、控制行为程度对消费者自述偏好与现实选择一致性的影响中起正向调节作用。据此,文章从加强社会协作、完善安全认证系统、加大对销售人员培训力度、媒体正向引导、简化认证流程、强化购后体验等方面提出相应的对策建议。

The frequent occurrence of safety risk events of agricultural product in recent years has aroused widespread concern in Chinese society. In this context, safety certification has become a key factor that consumers would consider in purchasing pork. However, due to the difference between consumer＇ s selfdescribing preferences and realistic choices, their willingness to purchase the pork with safety certification is inconsistent with actual behavior. Therefore, exploring the factors that lead to this gap and identifying the internal logical mechanisms become the logical starting point for this study. Based on a field survey of 844 consumers in Anhui and Jiangsu, by using the logistic regression model and stratified analysis method, these paper studied consumers＇ purchasing willingness and behavior for pork with safety certification. The results showed that consumers had generally expressed selfdescribing preferences for purchasing the pork with safety certification, but to a large extent this had not been translated into actual purchasing behavior. The reason was that there was a significant positive effect of consumers＇ education level, belief intensity, outcome evaluation, and control belief on the consistency of selfdescribing preferences and reality choices, and a significant negative effect of the compliance motivation and the level of control behavior on the consistency of selfdescribing preferences and reality choices. Moreover, this paper further analyzed the regulatory effects of past experiences, and found that past experience played a positive role in regulating the degree of belief intensity and behavioral control on the consistency of consumers＇ selfdescribing preferences and realistic choices. In this regard, this paper proposes relevant countermeasures and suggestions from the aspects of strengthening social collaboration, perfecting the safety certification system, increasing the training of sales personnel, guiding the media positively, simplifying the certification process, and strengthening the postpurchase experience.