Consumers Purchase Intention To Study For The Traceability Of Agricultural Products

In recent years,the frequent outbreak of all kinds of agricultural quality safety incidents across the country,such as watermelon en-wrapped bulking agent,KFC chicken,a drop of sweet,zombie meat and so on,we can find that the quality and safety of agricultural products market is a serious,and it is imperative to strengthen the construction of agricultural product quality safety traceability system.Through consulting relevant literature,however,related studies found that domestic scholars from the perspective of the consumer doesn't see more.And from the perspective of the existing research result,consumers know little about the traceability of agricultural products.,And the factors that affect the purchase intention also vary.Based on this background,this thesis will in Hefei,for example,in the form of questionnaire survey,from the perspective of empirical analysis of consumer purchase intention of the traceability of agricultural products and its influencing factors.The main research content of this paper is as follows: Firstly,introduction.Including the research background and signicance,the research content,method,target and research innovation and deficiency.Second,the literature review.Mainly includes both at home and abroad about the traceability of agricultural products and comsumer research to the will the traceability of agricultural products.Third,the core concept definition and theoretical basis.Mainly on “products” and “traceability” and “purchase intention” concept to explain and interpret them by means of cconsumer behavior theory,and on the basis of purchase intention theory model was constructed.Fourth,descriptive statistical analysis.Respectively on the individual characteristics of consumers,degree of the cognition to the traceability of agricultural products and the influence of various influence factors on consumers' purchase intention for descriptive statistical analysis.Fifth,the model test.Constructing binary Logistic empirical model,using spss16.0 statistical software,carries on the quantitative analysis on the influencing factors of purchase intention.Six,the conclusion and countermeasures.On the basis of the above research,the main conclusion,and put forward reasonable Suggestions.In 300 completed questionnaires,284 valid questionnaires,the effectiveness of94.67%.Through the descriptive statistics of the survey data and model estimates,mainly study the following conclusions:(1)The oneness of the marketing channel has restricted the consumer cognition of the traceability of agricultural products,and thereby affect the purchase intention of consumers.(2)Consumers know little about the traceability of agricultural products.(3)The traceability of agricultural products of high prices restrict thepurchase intention of consumers.(4)Consumer of agricultural product quality safety risk cognitive degree is higher,but there are still many consumersreluctant to buy the traceability of agricultural products.(5)The traceability of agricultural products is less,the kinds of the market popularity is low.(6)Through the model test found that consumers were influenced by education level,health consciousness level,the agricultural product quality safety risk cognitive status,and traceability identifies the effect coefficient of test values in 10%,5%,10% and 5% respectively on the significance level of purchase intention is positively correlated with relationship.