消费者可追溯水产品购买意愿影响因素分析

Analysis of factors influencing the consumers’ purchase intention of traceable aquatic products

水产品作为消费者饮食的一部分,其质量安全问题越来越受到消费者的关注,而可追溯水产品在一定程度上能够保证水产品的质量安全。本文以可追溯水产品为例,通过采用问卷调查法、因子分析法、构建二元Logistic模型对消费者可追溯水产品购买意愿影响因素进行分析。结果表明:消费者的年龄、家中有无未成年、追溯信息因子、质量安全因子与营销环境因子显著影响消费者购买可追溯水产品的意愿。

As a part of consumers’ diet, the quality and safety of aquatic products attracts more and more consumers’ attention, and traceable aquatic products can guarantee the quality and sa fety of aquatic products to a certain extent. This paper takes traceable aquatic products as an example, with questionnaire survey and factor analysis, a Binary Logistic Model is constructed to analyze the influencing factors of consumers’ purchase intention of traceable aquatic products. The results show that the consumers’ age, the presence of minors in the family, the traceability information factor, the quality safety factor and the marketing environment factor significantly affect the consumers’ purcha se intension of traceable aquatic products.