The Research On Consumer Behavior Of Traceability Dairy

Dairy product traceability system has the basic function of ensuring dairy products security and is one of the important means of ensuring the safety of dairy products. The current domestic dairy safety being in a serious condition, the establishing and promotion of the dairy product traceability system in our country is imminent. Consumer is the traceability of dairy products? main using body, and is the key power to promote dairy product traceability system to be implemented. Consumers? cognition, needs, accepting and buying will affect the dairy product traceability system?s establishing and promotion. Researching on consumer behavior of traceability dairy and summarizing laws, is of great significance to the construction of dairy product traceability system in our country.In this paper, four theories were used, which were asymmetric information theory, consumer behavior theory, planned behavior theory and consumer paramountcy theory.Using methods such as literature research,comparative analysis,empirical research and questionnaires,this paper probed into the present situation and the existing problems of the dairy product traceability system in our country from the consumer perspective.This paper put forward consumer behavior model of traceability dairy and systematically analyzed the related factors influencing consumers’ traceability dairy consumption and made empirical analysis by applying Logitistic Model. This article compared the size of the influencing degree in the various factors, and also analyzed the relationship between consumption willingness and purchasing behavior of traceability dairy, and the factors restricting the willingness to be converted into purchasing behavior.The results and innovation points of this paper were reflected in the following two aspects:First,it made a research on consumer behavior of traceability dairy and put forward consumer behavior model of traceability dairy in which the consumer behavior of traceability dairy was divided into two parts: the consumption willingness of traceability dairy and the purchasing behavior of traceability dairy.It also probed into the related factors influencing consumer behavior of traceability dairy from four aspects: Individual factors, social factors, psychological factors, and the marketing factors. This paper explored the key factors influencing the consumption willingness and purchasing behavior of traceability dairy. It established that in the many key factors influencing the consumption willingness of traceability dairy, the consumer demand for the traceability information is the most important and income level is the most important factor affecting purchasing behavior of traceability dairy.Second, the relationship between consumption willingness and purchasing behavior of traceability dairy was analyzed.By establishing the key factors influencing the consumption willingness and purchasing behavior of traceability dairy, this paper found that there were many differences between the two parts? key factors. From consumer willingness converting into purchasing behavior was limited by a number of conditions. The actual purchasing behavior of traceability dairy would be affected by income levels, consumer’s trust in the dairy product traceability system, the availability assessment for traceability dairy, attention to the safety of dairy products, and the professional, which leading to high consumption not translated into real purchasing behavior effectively.The conclusions of this paper are of great theoretical and practical significance to the popularization and promotion of dairy product traceability system in our country for a period of time in the future with the aim of ensuring dairy safety and protecting the interests of consumers in China.