Research On Consumer Purchasing Intentions For Traceability Chicken Based On Information Asymmetry

With the national economy soaring up, the living standard and consuming for food keeps going up, in which meat product account for an increasing percentage. Among all of the meat, chicken, as one of the most important part, has become more and more indispensable in the people’s daily life. However the food safety event cast a bad image on the consuming of chicken, which also damaged the people’s daily life. Especially, the recent event of bird flu which stop the people’s steps toward the chicken and the development of the whole chicken industry. Therefore, it has significant meanings to do some research on how to solve the food safety questions through building up the traceability system under this background, while the key point to study on how to build up traceability system is to study the purchasing and paying intension of customers.When the customers are making purchasing decision in asymmetric market where the questioned food occurred frequently, they prefer to make the choice which could help them to avoid the risk at the maximum level. Thus, we focus our study on the people’s behavior how to avoid risk. Based on the theories of risk perception and planed behavior, this paper analyzes how the consumer behave under the information asymmetry when they are purchasing traceability production by applying the Logistic Model and Structural Equation Model(SEM). This paper did some experimental analysis, like the Logistic model, based on the data from questionnaire in Nanjing, the impact of individual characteristics on purchasing intention. This paper also analysis the relationship between risk perception belief, high quality belief, attitude and purchasing intentions under different dimensionality of risk through the Structural Equation Model(SEM).The result showed:The health status, education level and the income level would affect the purchasing intention on traceability chicken. The higher the education level is, the higher income level is, then the purchasing intention of traceability chicken would be stronger; the worse the health status is, the stronger purchasing intention of traceability chicken would be.The higher the risk perception for traceability chicken product is, the lower attitude and purchasing intentions for it would be; the higher the lower risk perception for traceable chicken production compared with inaccessibility ones, the higher attitude and purchasing intentions for it would be; the higher the perception of high quality is, the higher attitude and purchasing intentions for it would be; the higher the attitude to traceability chicken production is, the higher the purchasing intentions it would be.