The Research On The Influential Factors Of Consumer Buying Behavior Of Traceability Vegetable

In recent years, agricultural product quality and safety issues frequent incidents, highlights the need for quality and safety of agricultural products traceability system implementation. Vegetables as an agricultural product, consumers are traceable vegetable buyers and real actors, their awareness of the factors traceable vegetables quality and safety evaluation and purchase behavior, to promote vegetable traceability system construction of intrinsic motivation. Visible, traceable vegetable research consumer buying behavior factors, on the traceability of vegetable products trading and enhance market competitiveness, and government decision-making arrangements for the implementation of traceability and vegetable quality system to protect the safety and other aspects of great practical significance. Related researches focused on quality and safety of agricultural products traceability system can be established and implemented system, more perspective from the producers and the government. This study was based on consumer behavior and information processing theory, from demographics, awareness, product quality, information quality and promotional mix five dimensions, constructed traceable vegetable consumer buying behavior research model that a combination of two yuan Logistic Regression influence model traceable vegetable consumer buying behavior factors. Meizhou consumers through a sample survey of consumer buying behavior can be traced vegetable factors were descriptive statistics and binary regression analysis. The empirical results show that education level and demographic characteristics of the positive factors of family income significantly influence consumer buying behavior, consumer products, the level of understanding, consumer perception of safety and quality of products and other factors is a positive significant effect on consumer buying behavior Product knowledge of and quality factors, product quality and safety and ease of access to information authority reliability is significantly influence consumer buying behavior information quality factors traceable vegetable product appearance and product packaging retail promotions are significant positive influence consumer buying behavior product promotions factor. Based on empirical results, this research puts forward the improving degree of consumer's perception of the traceability of vegetables, increasing consumers' trust on the security identity, reduce the traceability vegetable information acquisition cost and optimize the marketing strategy and product information and other suggested countermeasures...