The Impact Of Agricultural Products Traceability System Information On Brand Trust

With the improvement of people's living standard and the enhancement of health consciousness,the quality and safety of agricultural products has become the focus of the society.One of the reasons for the quality and safety of agricultural products is asymmetric information.But the agricultural products traceability system is the information system to track all aspects of agricultural production,processing,storage,distribution,between the various aspects of traceability system in information can effectively transfer,to help solve the problem of asymmetric information in the process of agricultural products trade.The first chapter introduces the research background,the significance of the topic,the purpose and content of the research,the key problems to be solved and the research methods.(1)Research background and purpose.At present,there are more and more agricultural enterprises in China are actively trying to establish traceability system of agricultural products,but for enterprises,what is the connotation of traceability system information structure? What level of information can be transmitted in the traceability system of agricultural enterprises will have an impact on consumer trust?For the government,the government should play an important role in the traceability system of agricultural products For consumers,in the face of different types of traceability system,consumers should be how to grasp the key to their valuable information,so that they do a smart consumer? In order to solve these problems,this paper explores the impact of agricultural products traceability system information on brand trust.(2)Research content.The structure and measurement of traceability information system of agricultural products,as well as the impact of traceability system information on brand trust.(3)Research process and method.This will be the first comb through the literature analysis and the selected topic related literature,combined with expert interviews and qualitative analysis method,proposed hypotheses of traceability system information and brand trust,and then through the development of traceabilityinformation system scale and brand trust scale,and then using the method of questionnaire to collect data,after we use SPSS19.0 for the data processing and analysis,and finally the conclusion of this paper.The second chapter is theoretical basis and literature review,the first step is to define the relevant concepts mentioned in this article,the second step mainly expounds the theoretical basis of this paper including the theory of asymmetric information,the agricultural products supply chain theory,information dissemination theory,the quality and safety of agricultural products traceability management theory.The third step is to review the existing agricultural supply chain,traceability system,brand trust,and make a literature review.The third chapter of this paper is to study the model and hypothesis,by combing the existing literature,combined with expert interviews,the author constructs a theoretical model,and puts forward the relevant assumptions.The fourth chapter of this paper is the questionnaire design and investigation,mainly expounds the traceability system information and the development of the brand trust related scales.The process of questionnaire scale in the development of traceability system information,first through the interview,interview and associate professor of Jiangxi Normal University,11 professors,2 have established traceability system for agricultural products or food traceability system in the enterprise,19 agricultural products or food related practitioners,combined with literature research method the information system can be traced back to initial statement scale,then the small sample survey,the statement was refined,obtained pre questionnaire information traceability system,and through the questionnaire survey,the questionnaire reliability and validity test.In the pre investigation,through the deletion of part of the measurement items,traceability system information and brand trust scale,and then the formal questionnaire survey.Mainly be surveyed on line questionnaire.The fifth chapter is the statistical analysis of the collected during the formal investigation stage of the data processing and analysis,firstly,analyzing the data of questionnaires,explore the traceability system information and brand trust scale,the formation of a formal questionnaire,a questionnaire survey was carried out formally,and the formal analysis data collected by the investigation stage.The sixth chapter is the conclusion and prospect.In this study,we first explored the research on agricultural products can display analysis,factor informationtraceability system,traceability system information including environmental pollution,product safety,production and processing varieties without adding,the whole process of visualization in four dimensions.The brand trust includes two dimensions: ability trust and quality trust,but it does not include the dimension of goodwill trust.In addition,the four dimensions of traceability information of agricultural products have a significant direct impact on brand trust.The main contribution of this paper lies in the dimension exploration and measurement of traceability system of agricultural products.