本文關(guān)鍵詞：安全認(rèn)證與可追溯食品消費(fèi)行為研究　出處：《中國(guó)海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著經(jīng)濟(jì)的不斷發(fā)展,人民生活水平有了很大提高,食品質(zhì)量安全備受關(guān)注。近年來,中國(guó)食品質(zhì)量安全形勢(shì)不容樂觀,食品質(zhì)量安全事件時(shí)有發(fā)生。面對(duì)系列的食品安全問題,安全認(rèn)證食品、可追溯食品、安全認(rèn)證與可追溯食品表現(xiàn)出獨(dú)特的優(yōu)勢(shì),提升了消費(fèi)者對(duì)食品安全的信心。消費(fèi)者的行為特征及購(gòu)買意愿是決定安全認(rèn)證與可追溯食品行業(yè)能否健康、快速發(fā)展的重要因素。因此,研究安全認(rèn)證與可追溯食品消費(fèi)行為,對(duì)于促進(jìn)我國(guó)安全認(rèn)證與可追溯食品行業(yè)及體系的發(fā)展具有重大意義。 本文先是對(duì)國(guó)內(nèi)外有關(guān)食品安全、可追溯食品以及消費(fèi)者行為方面的文獻(xiàn)進(jìn)行了回顧,界定了食品安全以及可追溯食品等相關(guān)概念。從消費(fèi)者與消費(fèi)者行為、消費(fèi)者行為的新制度經(jīng)濟(jì)學(xué)解釋、消費(fèi)者購(gòu)買決策過程和消費(fèi)者行為影響因素理論幾個(gè)方面闡述了本文研究的理論基礎(chǔ),同時(shí)建立了消費(fèi)者對(duì)安全認(rèn)證與可追溯畜產(chǎn)品購(gòu)買意愿實(shí)證分析框架。接著通過問卷調(diào)查的方式收集了青島市部分消費(fèi)者的數(shù)據(jù),運(yùn)用SPSS軟件進(jìn)行描述性統(tǒng)計(jì)分析和多元回歸分析,詳細(xì)闡述了安全認(rèn)證與可追溯食品消費(fèi)行為及其影響因素。 研究結(jié)果表明：食品安全已經(jīng)得到消費(fèi)者的重視,而且他們已經(jīng)開始有了主動(dòng)選擇認(rèn)證或可追溯食品的傾向；消費(fèi)者愿意選擇具有雙重保障的安全認(rèn)證與可追溯食品,并且為其支付更高價(jià)格。計(jì)量經(jīng)濟(jì)模型回歸結(jié)果顯示,消費(fèi)者對(duì)認(rèn)證與可追溯體系的認(rèn)知及態(tài)度、年齡、受教育程度、家庭規(guī)模、消費(fèi)者食品安全風(fēng)險(xiǎn)認(rèn)知因素等變量顯著影響消費(fèi)者安全認(rèn)證與可追溯畜產(chǎn)品購(gòu)買意愿。最后,本文還對(duì)我國(guó)安全認(rèn)證與可追溯食品發(fā)展提出了相應(yīng)的政策建議：可以通過政府相關(guān)平臺(tái)、大眾媒體等途徑提升消費(fèi)者對(duì)食品安全認(rèn)證與可追溯體系的認(rèn)知,促進(jìn)食品安全認(rèn)證與可追溯體系的耦合發(fā)展；在銷售安全認(rèn)證、可追溯食品或安全認(rèn)證與可追溯食品時(shí)可以根據(jù)目標(biāo)群體的不同特征,有區(qū)別有計(jì)劃地進(jìn)行市場(chǎng)營(yíng)銷及產(chǎn)品投放,從而實(shí)現(xiàn)安全認(rèn)證與可追溯食品的逐步推廣；重視食品品牌與食品安全認(rèn)證、食品可追溯性的相互關(guān)系,努力讓食品安全認(rèn)證、食品可追溯性成為食品品牌的重要支撐,從而引起消費(fèi)者對(duì)安全認(rèn)證與可追溯食品的關(guān)注；加強(qiáng)食品安全認(rèn)證與可追溯體系對(duì)食品安全事件的控制與宣傳作用,從而提高消費(fèi)者的風(fēng)險(xiǎn)感知，提升食品安全特征的關(guān)注度，增強(qiáng)他們對(duì)安全認(rèn)證與可追溯食品的購(gòu)買意愿，，以促進(jìn)安全認(rèn)證勹可追溯體系健康持續(xù)發(fā)展。
[Abstract]:With the continuous development of economy, people's living standards have been greatly improved, food quality and safety concern. In recent years, China food quality and safety situation is not optimistic about the quality of food safety incidents have occurred. In the face of food safety series, food safety certification, food traceability, safety certification and traceability of food showed a unique the advantages, enhance consumer confidence in food safety. The characteristics of consumer behavior and purchase intention is to determine the safety certification and traceability of food industry healthy and rapid development of important factors. Therefore, the research of security authentication and traceability of food consumption behavior, is of great significance for promoting the development of China's security certification and traceability of food industry and system.
This is the first at home and abroad on food safety, food traceability and consumer behavior literature review, the definition of food safety and food traceability and other related concepts. From the consumer and consumer behavior, New Institutional Economics Interpretation of consumer behavior, consumer purchase decision-making process and the influencing factors of consumer behavior theory elaboration the theoretical basis of this research, and establish the consumer safety certification and traceability of livestock product purchase intention an empirical analysis framework. Then through the questionnaire on the part of consumers in Qingdao city data, descriptive statistical analysis and multiple regression analysis using SPSS software, detailed safety certification and traceability of food and consumer behavior the influence factors.
The results show that: the food safety has been the attention of consumers, and they have begun to have an active selection of certification or traceability of food safety certification; consumers are willing to choose with double protection and food traceability, and pay higher prices for its econometric models. The regression results show that consumers of authentication and cognition the traceability system and attitudes, age, educational level, family size, variable consumer food safety risk perception factors significantly influence consumer safety certification and traceability of livestock product purchase intention. Finally, the safety certification in China and traceability food development put forward the corresponding policy recommendations: through the relevant government platform. The mass media and other ways to enhance consumer awareness of food safety certification and traceability system, improve food safety certification and traceability system coupling In the sales development; safety certification, traceability of food or food safety certification and traceability can according to the different characteristics of the target population, there is difference between planned marketing and product delivery, in order to achieve the safety certification and traceability of food gradually extended; attention to food brands and food safety certification, the relationship between food traceability, make food safety certification, food traceability has become an important support for food brands, causing consumers to secure authentication and traceability of food; control and advocacy role to strengthen food safety certification and traceability system of food safety incidents, so as to improve the risk perception of consumers, improve food safety features attention, enhance their safety certification and traceability of food purchase intention, in order to promote the sustainable development of safety certification used traceability system of health.

【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.82;F203

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