农产品区块链溯源系统对消费者重购意愿影响研究

Research on the Impact of Agricultural Product Blockchain Traceability System on Consumer Repurchase Intention

农产品区块链溯源系统能够有效解决传统溯源系统中安全性低和透明性差等问题,提升消费者购物体验。然而,考虑到农产品和消费者自身的差异性和复杂性,该系统的实施在消费者购买决策中的重要性,尤其针对重购意愿,仍存在不确定性。从社会技术视角出发,对农产品区块链溯源相关的消费者评论进行实证研究,运用内容分析法提取消费者的感知和意愿要素,将非结构化评论数据量化;并利用Logit回归模型分析消费者重购意愿的影响因素,阐明农产品区块链溯源系统中消费者重购意愿的形成机制。研究发现:区块链溯源系统能够提升消费者的重购意愿;农产品价格和产地属性在系统应用和消费者重购意愿的关系中起调节作用。研究结果不仅能完善消费者行为研究体系,同时也为区块链在农产品领域的应用推广提供参考。

Agricultural product blockchain traceability system can effectively solve the problems of low security and poor transparency in traditional traceability systems, thus improving consumers’ shopping experience.However, given the difference and complexity of agricultural products and consumers themselves, there is still uncertainty about the importance of the implementation of this system in consumer purchasing decisions, especially regarding repurchase intention.From the socio-technical perspective, this paper conducts an empirical study on consumer comments related to agricultural products’ blockchain traceability, uses the content analysis method to extract consumers’ perceptions, and quantifies the data of unstructured comments.Logit regression model is used to analyze the influencing factors of consumers’ repurchase intention and clarify the formation mechanism of the intention in the agricultural product blockchain traceability system.The results show that the blockchain traceability system can improve consumers’ repurchase intention;Agricultural product price and origin attribute play moderating roles in the relationship between system use and consumers’ repurchase intention.The study can not only improve the research system of consumer behavior, but also provide a reference for the use and promotion of blockchain in agricultural products.