可追溯食品消费者行为研究国内文献评述与展望

Domestic Literature Review and Prospect of Researches on Traceable Food Consumer Behavior

近10年,国内关于可追溯食品消费者行为的研究成果不断增加,目前已表现出研究内容逐步细化、实证研究方法主流化、支撑理论交叉化、国内研究国际化以及学者阵地化等趋势。研究方法以实证研究、实验经济学和市场模拟等3种方法居多,主要应用了行为学、社会学、心理学和经济学等作为基础理论支撑。研究内容方面,从宏观与微观两个层面对消费者需求、认知、偏好、支付意愿和影响因素进行了集中、细化研究。未来可继续围绕理论成果的应用价值、消费者需求的多元性、消费者标签属性偏好以及消费者激励机制等展开进一步研究。

In the past ten years, the domestic research results on traceable food consumer behavior have been increasing. At present, the research has shown the trends of research content refining, empirical research methods mainstreaming, basic theory crossing, domestic research internationalization, and scholars' positionalization. The main research methods are empirical research, experimental economics and market simulation. It mainly applies behavioral science, sociology, psychology and economics as the basic theoretical support. In terms of research content, the authors had a focus and detailed research on consumer demand, cognition, preference, willingness to pay and influencing factors from the macro and micro levels. In the future, the application value of theoretical results, the diversity of consumer demand, consumer label property preferences, and consumer incentives system will continue to be furtherly researched.