Factors That Affect Consumers' Willingness To Purchase Real-Time Video Monitoring Rice Produced In Jilin

In recent years,as a result of a series of food quality safety incidents have caused an unprecedented concern for food safety,but as a result of agriculture,therefore,This paper focuses on the production,storage,processing and packaging of rice in Jilin city.As a result of the new agricultural model of agriculture,it has not been familiar with the broad masses of consumers.At present,the development of visual rice in Jilin city is relatively small and has not taken up a large market share,and the consumer's cognitive level of visual rice in Jilin city is relatively low.In order to seize the opportunity in Jilin city,this article is based on the consumer's perspective,a questionnaire survey of 301 consumers in the capital cities of the country.The purpose of the survey is to enable more people to understand the visual rice,and more importantly,in order to allow the vast number of consumers to be able to eat at ease of rice.Because the ultimate consumption of visual rice is the majority of consumers,consumers' willingness to buy is an important factor in determining the health and rapid development of visual rice.Therefore,it is of great significance to study consumers' willingness to buy rice and to promote the development of the visual rice industry in China.In this paper,the paper reviews the relevant current situation of domestic and foreign countries,and defines the concept of ke agriculture as well as the concept of visual rice.This paper expounds the theoretical foundation of the research of consumer demand,and then builds consumer's will analysis system for the purchase of visual rice in Jilin city.An empirical analysis framework for the effects of consumers on the purchase of visible rice in Jilin city.Using SPSS19.0 software,a descriptive statistical analysis and 2-yuan regression analysis were used to analyze the research data.Know that consumers have a strong desire to buy rice.The factors that affect consumers' willingness to buy visible rice in Jilin city are analyzed in detail.According to the data analysis can be seen,the consumer's age,cultural level,whether there are children in the home,the importance of food safety,the degree of trust,price,variety,.The recommended and promotional activities of friends and relatives have a significant impact on their willingness to buy.This paper reveals the main factors affecting the purchase of visual rice in Jilin city and its influence and the deep-level problems.Finally,based on the above conclusion,this paper puts forward some rationalization suggestions for the development of visual rice in Jilin city.Including: increasing government support in funding and technology;Increase the government's promotion of visual rice;Strengthening the supervision and supervision of the visual rice industry;Expand the sales channel of visible rice.