食品安全背景下农产品溯源助推消费帮扶研究

Research on Agricultural Product Traceability to Promote Poverty Alleviation through Consumption in the Context of Food Safety

本文以消费者为研究对象,以社会评价和体验价值为中介变量,研究提升消费帮扶质量的有效路径,并基于调研数据,构建食品安全背景下农产品溯源与消费者帮扶意愿之间的关系模型,探讨农产品溯源对消费者帮扶意愿的作用机制。研究结果表明,农产品溯源能正向影响消费者的帮扶意愿,且社会评价和体验价值在农产品溯源与消费帮扶意愿之间均存在部分中介作用。为此,帮扶产品的市场开拓可依靠农产品溯源技术,突出帮扶产品亮点,塑造特色品牌,扩大社会评价影响,提升消费者体验价值,持续推动消费帮扶的路径优化。

This paper takes consumers as the research object,uses social evaluation and experience value as mediating variables to study the effective path to improve the quality of consumer poverty alleviation,and constructs a relationship model between agricultural product traceability and consumers’willingness to help the poor in the context of food safety based on research data to explore the mechanism of the role of agricultural product traceability on consumers’willingness to help the poor.The research results show that agricultural product traceability can positively influence consumers’willingness to help the poor,and social evaluation and experience value both partially mediate the relationship between agricultural product traceability and consumers’willingness to help the poor.Therefore,the market development of poverty-alleviating products can be promoted by relying on agricultural product traceability technology,stressing the highlights of poverty-alleviating products,shaping characteristic brands,expanding the influence of social evaluation,enhancing consumer experience value,and continuously improving the optimization of the path of poverty alleviation through consumption.