Research On Consumer Behaviours Of Tracing Back Pork Information And Its Influencing Factors

The function of Pork traceability system can effectively reduce the information asymmetry between different subjects in the supply chain, and clearly achieves the responsibilities identification of the supply main. All this will form a motivation and constraint of responsibility for the supplier, thereby inhibiting its opportunistic behavior of supplying poor quality pigs and their products. Consumer behaviors of tracing back pork information are an external motivation that generate incentive responsibility, promoting the system as a mechanism of the whole system to play. Through analysis of existing research conclusions that the functionality benefits of pork traceability system as well as consumers’retroactive cost are fundamental motivation to determine whether the consumer trace back pork information. Thus PTS functional benefits as well as consumers’ retrospective cost will direct impact on customer behaviors of tracing back pork information, and the factors which affect both must also affect it. Therefore, this paper firstly is based on the theory of consumer behavior in-depth study customer behaviors of tracing back pork information and its influencing factors. And then apply the empirical model of Factors Affecting further validation, in order to promote the pork traceability system development and full realize the function of pork traceability system, and has significant theoretical and practical significance to develop the agricultural standardization work.This paper chooses395consumers from downtown Chengdu City as a sample, through methods such as random interviews and questionnaires to conduct field research on consumers’behaviors of tracing back pork information and its influencing factors. The main ideas are concluded in this research:First, the theoretical analysis for customer behaviors of tracing back pork information and hypotheses; Second, descriptive statistical analysis; Third, here carries on the empirical analysis about influenceing factors of consumer’s retrospective pork behavior, this part mainly does single factor correlation analysis, and then uses the binary logistic regression analysis to make a further validation for the factors which affect consumer’s retrospective pork behavior.The main conclusions of this paper are as follows:Firstly, according to the theory of consumer behavior and analysis of existing research, this paper has come to the conclusions that the functionality benefits of pork traceability system and consumers’ traceable cost are fundamental motivation to determine whether the consumer trace back pork information, thus PTS functional benefits as well as consumers’traceable cost will direct impact on customer behaviors of tracing back pork information, and the factors which affect both must also affect it; Secondly, the descriptive statistical analysis shows that the majority of consumers believe that the quality and safety of pork still exist higher risk, thereby forming a potential need for PTS, and consumers hope to increase the information on the traceable votes, the survey results show that the consumers generally have little knowledge towards the PTS, and their actions for PTS is not positive; Thirdly, The measurement analysis shows that consumers’age for their cognition about PTS, the usability of PTS and the degree of perfection of the external regulatory environment have important effects on consumer behaviors of tracing back pork information, while the consumers’gender, education level, consumers’family per capita income, the reality of PTS’information and functional benefit of PTS have no significant effect for customer behaviors of tracing back pork information.Finally, give some suggestions in PTS from enhance the popularity and publicity work of the traceability system knowledge:strengthen education and supervision, and increase penalties; perfect pork traceability system, and protect the reality of PTS’ information and improve the ease of use of PTS; develop and improve the laws and regulations of PTS.