论文部分内容阅读
本文利用北京、山东、湖北、河南、福建、重庆、广西和甘肃8省(市)的9市、县827名消费者的问卷调查资料,对消费者利用食品质量信号的情况进行了实证分析。结果表明,消费者对厂家、商家和质量认证信号的利用程度无显著差异,可以按照年龄、受教育程度、居住地、安全意识以及对认证信息的信任度等指标,将消费者划分为利用质量信号购买和利用经验购买两类群体。信任度、食品安全意识与受教育程度是决定消费者利用质量安全信号购买还是利用经验购买的主要因素。年龄对利用厂家和认证信号影响较为明显,受教育程度对利用商家信号有显著影响,安全意识与不安全食品购买经历对利用认证信号的影响较明显,而居住地和对认证信息的信任度对消费者利用三类质量信号都有显著影响。
Based on the survey data of 827 consumers in 9 cities and counties of 8 provinces (cities) of Beijing, Shandong, Hubei, Henan, Fujian, Chongqing, Guangxi and Gansu, this paper empirically analyzes the consumers’ use of food quality signal. The results show that consumers have no significant difference in the utilization of manufacturers, merchants and quality certification signals, and consumers can be divided into quality of utilization by age, education, residence, safety awareness and trust in certification information Signal purchase and use of experience to buy two groups. Trust, food safety awareness and education are the major factors that determine whether consumers use quality-safety signals to buy or use experience-based purchasing. Age has obvious influence on the use of manufacturers and certification signals, education level has a significant impact on the use of business signals, safety awareness and unsafe food purchase experience on the use of certification signals more obvious, and the place of residence and the trust of authentication information Consumers use three types of quality signals have a significant impact.