Consumer IoT Willingness To Pay

With the continuous development of our economy and the continuous improvement of people's living standards,the contradiction between the growing good living needs of the people and unbalanced development has become the main contradiction in the new period.In the field of food safety in our country,the main contradictions in this new period are reflected that although our government has already implemented a series of effective measures to solve food safety problems and raised the level of food safety in our country,however,in recent years,food safety problems in our country have still occurred from time to time,and the food problems that occur in regions with different levels of economic development are also different.At the same time,our country has a relatively late start relative to developed countries in building a modern food safety system,leading to a significant gap between us and developed countries.Therefore,there is still a long way to go for us to speed up the improvement of China's food safety level and allow people to rest assured of food.As we all know,a prominent cause of food safety problems is the problem of information asymmetry.Sellers obtain more information on goods than buyers.This phenomenon allows consumers to always be at a disadvantage in obtaining information on purchased foods.As a technology emerging in modern times,it is a network of information sensing equipment,in accordance with the agreed protocol,connecting any item with the Internet,information exchange and communication to achieve intelligent identification,positioning,tracking,monitoring and management.The Internet of Things enables consumers to quickly and easily search for the full range of food products from the place of production to the sales process by scanning QR codes on food labels or downloading APPs.This can solve the problem of information asymmetry between product producers and consumers.However,the application of IoT technology in food safety will correspondingly increase production costs,which in turn will lead to an increase in food prices,thus affecting consumers' willingness to pay.From the perspective of food safety,this article selected Guangzhou and Fuzhou to study consumer willingness to pay for the Internet of Things.According to the Theory of Planned Behavior,hypotheses are proposed for variables that affect consumer willingness to pay,and designing the questionnaire.Through these questionnaires,collecting relevant data.Statistical software such as STATA was used to analyze consumer's awareness of the Internet of Things,consumer personal information,subjective norms,perceived behavioral control,attitudes,risk perception,and trust.First of all,a descriptive statistical analysis of the consumer's awareness and willingness to pay for IoT technology was conducted.It was found that the awareness and willingness to pay for IoT vary from group to group but most of them are not obvious.Secondly,by using Logistic analysis,it is concluded that consumer's awareness of the Internet of Things,subjective norms,perceptual's behavior control,attitudes,risk perception,and trust are explicitly related to consumer willingness to pay for IoT.Urban consumers are more willing to pay for IoT than rural consumers.Finally,by using the personal information as an independent variable,an analysis of variance was performed on the five core variables such as view norms,perceptual behavior control,attitudes,risk perception,and trust.Based on our findings,we have put forward three policy recommendations: the first is to promote the publicity of Internet of Things technology knowledge,accurately identify the consumer groups that are being promoted,and effectively increase the awareness and recognition of these consumer groups for IoT technology;the second is to increase the investment in the Internet of Things technology research,take the road of production and research,and improve the adaptability,convenience,and efficiency of the Internet of Things technology,so as to increase the penetration of Internet of Things technologies;the third is to support the enthusiasm of a group of outstanding agricultural enterprises and large agricultural households for the use of Internet of Things technology,and to increase the trust of Chinese consumers in the food market.