消费者水产品质量认证信号信任度的影响因素分析

Analysis on the influencing factors of consumer aquatic product quality certification signal trust

水产品安全事件的频繁发生,使得消费者对水产品质量认证的关注度越发提高。消费者购买水产品过程中质量信息不完整时,销售商对水产品质量的认证信号传递可以抵消信息不对称的负面影响,降低消费者感知的风险,促进消费者和产品之间更好的匹配。本文在我国一线、沿海及内陆各省(市)进行问卷发放,对消费者水产品质量认证信号信任度的影响因素进行了实证分析。研究结果表明,消费者的收入、性别、文化程度、购买经验和风险意识以及对健康的重视程度会显著影响消费者对水产品质量认证信号的信任程度。研究结论不仅可以帮助制定水产品安全认证战略,也可以为生产者和认证机构的经营决策提供参考。

The frequent occurrence of aquatic product safety incidents makes consumers pay more and more attention to aquatic product quality certification.When consumers purchase aquatic products with incomplete quality information,distributors’signal transmission of aquatic product quality certification can offset the negative impact of information asymmetry,reduce consumers’perceived risk,and promote a better match between consumers and products.In this paper,questionnaires were distributed in China’s first line,coastal and inland provinces(cities),and the influencing factors of consumer aquatic product quality certification signal trust were empirically analyzed.The results show that consumers’income,gender,educational level,purchasing experience,risk awareness and the degree of attention to health will significantly affect consumers’trust in aquatic product quality certification signals.The research conclusions can not only help to formulate aquatic product safety certification strategy,but also provide reference for producers and certification agencies to make business decisions.