摘要
构建了食品安全对消费者购买意愿影响的理论模型,并以南京市600位城镇居民为调查对象,利用多元回归分析法对理论模型的相关假设进行实证检验。结果显示,在以消费者对企业机会主义行为的担忧、对食品安全的信任和对食品安全的认知为中介变量的基础上,消费者对食品安全感知信息的不对称程度对消费者购买意愿有显著的正向影响;同时,食品安全的透明度对消费者的购买意愿也有显著的正向影响。因此,企业应重视降低消费者对食品安全感知信息的不对称程度,提升食品安全的透明度,增强消费者购买意愿。
Based on the questionnaire survey from 600 of residents in Nanjing, consumers＇ purchase decision-making model was constructed. The empirical test of related hypothesis was examined by multiple regression analysis. The results showed that there were significant positive impacts of the degree of consumers＇ asymmetric perception information on consumers＇ purchase intention. Meanwhile, food safety＇s transparency also had significant negative impacts on consumers＇ purchase intention. Thus, enterprises could decrease the degree of consumers＇ asymmetric perception information in order to promote food safety＇s transparency and enhance consumers＇ purchase intention.
出处
《食品工业》
北大核心
2015年第1期226-231,共6页
The Food Industry
基金
国家自然科学基金项目(71071075
71173103
71301073)
国家社科基金重大项目(12&ZD204)
教育部人文社会科学研究项目(10YJA790183
12YJC630180)
国家软科学研究计划重大合作项目(2013GXS2D024)
关键词
食品安全
感知信息不对称
透明度
购买意愿
food safety
asymmetric perception information
transparency
purchase intention
