A Research On Costumer Purchasing Decision Related To Short Food Supply Chains By Extended Theory Of Planned Behavior

Short food supply chains is a new concept emerging in recent years,which advocates to environmental protection,fair trade and meets the diversified consumption needs of consumers.In 2013,the EU officially took the development of SFSCs as an important support for the development of local agriculture,and the corresponding research and practical application are also being carried out.Compared with the rapid development of SFSCs in EU,most domestic researches are still in the stage of theoretical exploration and lack of in-depth empirical studies.This paper try to give comprehensive considerations to the diversity and complexity of China's economic and social development,and study the feasibility of the project,choose from the perspective of consumers,to explore consumer preference for short supply chains of food consumption behavior,expand the TPB model,research including trust elements of many factor's influence on consumer behavior,and combining with data analysis for develop and participate in SFSCs field,and put forward the corresponding advice for reference.This paper is divided into six chapters:chapter 1 introduction.Chapter two theory and literature review.This paper mainly reviews the trust theory,especially the trust theory in the field of food,as well as the development of TPB theory and short chain theory of food.In chapter 3,a SFSCs consumption preference model of Chinese consumers based on extended TPB is constructed.The fourth chapter is the research design part.This chapter defines the variables and puts forward the measurement indicators.The questionnaire is designed and distributed.Chapter v empirical research and data analysis.Firstly,principal component analysis of attitude factors was carried out to better understand consumers' attitudes towards short-chain food.By nesting method,the fit degree between the initial TPB model and the extended TPB model(with trust factor)was judged.Finally,PLS algorithm was used to verify and explain the hypothesis.The results of the model are analyzed and discussed,and the corresponding development Suggestions are put forward based on the current situation of short chain in China.Chapter six is the limitation and prospect,summarizes the two limitations of this research and puts forward the corresponding future research direction.This paper mainly obtained the following research results:first of all,domestic consumers' attention to short-chain food is still mainly focused on the characteristics and quality of food itself,but their attention to environmental protection has gradually begun to exceed the shopping convenience.At the same time,consumers are willing to buy more environmentally friendly food at a higher price or in a more complicated way,which also indicates the further awakening of consumers' environmental awareness.Secondly,the results of empirical analysis prove the effectiveness of the extended TPB model,and show that the trust factor has an important impact on consumers' short-chain food purchase behavior.At last,according to the conclusion of the model analysis,corresponding Suggestions and countermeasures are put forward for the development of SFSCs,which is of positive significance to promote the development of SFSCs in China.