农产品可追溯信息、消费者信任与安全价值——基于中介效应的实证研究

Traceability Information,Consumer Trust and Safety Value of Agricultural Products:An Empirical Study Based on Mediating Effects

随着相关技术的不断发展,产品信息可追溯逐渐成为了企业产品质量的担保,以提升消费者的信任感。围绕农产品可追溯信息的维度界定、农产品可追溯信息与消费者信任的关系、农产品可追溯信息与安全价值的关系以及消费者信任的中介作用等问题,利用实证方法开展研究,选择在北京等城市发放线上和线下调研问卷,获取数据,运用统计软件对数据进行回归分析和中介效应分析。研究结果显示:原生性可追溯信息主要通过规范型信任影响消费者社交安全价值,次生性可追溯信息主要通过信息型信任影响消费者使用安全价值;社交因素在可追溯信息对消费者的影响方面扮演着重要的角色;消费者对农产品的安全价值感知通过消费者信任而实现。本研究揭示了基于行为动机的不同类型可追溯信息对于消费者安全价值的作用过程,研究结论丰富了可追溯信息市场应用研究的现有相关文献,对农产品精准营销、农产品质量追溯体系的建立以及农产品数字化改革方面提供了理论依据。

With the continuous development of related technologies,product information traceability has gradually become a guarantee of product quality for enterprises to enhance consumer trust.This paper focuses on the dimension definition of agricultural products’traceability information,the relationship between agricultural products’traceability information and consumer trust,the relationship between agricultural products’traceability information and safety value,and the mediating role of consumer trust.Multiple cities including Beijing were selected to carry out offline survey and questionnaire distribution,as well as online questionnaire distribution.After sorting out the data from the questionnaire,statistical software was used to conduct regression analysis and mediation effect analysis on the data.The results show that primary traceability information and secondary traceability information have different effects on consumers.Social factors play an important role in the impact of traceable information on consumers;Consumer’s perception of the safety value of agricultural products is realized through consumer trust.This study reveals the process of the effect of different types of traceability information on the safety value of consumers based on behavioral motivation.The research results enrich the existing literature on the market application of traceable information,provide a theoretical basis for the precise marketing of agricultural products,agricultural products quality tracking system,and digital reform to agricultural products.