| Food safety is a social issue that affects the vital interests of everyone.General Secretary Xi has made important instructions on food safety work,it is necessary to pay close attention to food safety and ensure the health and safety of the people.In recent years,food safety problems have occurred frequently.China’s agricultural development is faced with the dual constraints of resource shortage and environmental pollution,and thus the"three products and one standard" came into being(Hereinafter referred to as TPOS).The TPOS agricultural products conform to the trend of green development,and have been recognized by consumers to a certain extent.They have changed the concept of consumption subtly,and played an important role in improving the quality and safety of agricultural products,promoting agricultural quality and efficiency,and increasing farmers’income.At present,although the TPOS agricultural product work has achieved remarkable results,the work is a systematic project.In the continuous improvement and development,there are still consumers’ lack of cognition,inconvenient purchase,high purchase cost,imbalance between supply and demand,counterfeit and inferior certification marks even have problems such as non-compliance of products,such as Hainan litchi,green orange and other agricultural products.Therefore,in order to make the TPOS agricultural product market develop rapidly and effectively play its due role,to achieve the effect of industrial prosperity and ecological livability,it is necessary to have an in-depth understanding of consumers’ true perception of the TPOS agricultural products.Demand to promote people to make more consumption.In the consumption process,consumers’ perception,value perception,trust and willingness to pay for such products are key factors.Taking Hainan litchi products as an example,this paper analyzes and constructs a research model of the relationship between consumers’ perceived value and its antecedents,consumer trust and willingness to pay,based on the research of domestic and foreign scholars.According to the characteristics of agricultural products,we developed a measurement scale that meets the needs of this study,conducted extensive questionnaire surveys,and processed the collected sample data using SPSS 23.0.The demographic characteristics of the samples and the variables were described descriptively.Statistical analysis of each variable factor analysis,test theoretical model,and then correlation analysis and regression analysis,to verify the proposed theoretical hypothesis.According to the relevant results of empirical research,study the influence between variables and willingness to pay and the adjustment effect of consumer trust,in order to provide theoretical and data support for the development of agricultural products with TPOS.The results show:(1)Consumers have low overall cognitive level of TPOS agricultural products,and some consumers have not purchased such agricultural products,but they are all concerned about food safety and environmental pollution.(2)Perceived product quality and perceived authentication mark have significant influence on perceived value and its various dimensions.Perceived cost has a significant positive impact on perceived value and its social value dimension and ecological value dimension,but on functional value and The emotional value dimension has no significant effect.(3)Perceived product quality,perceived authentication mark,perceived value and its dimensions have a significant impact on consumers’ willingness to pay.The perceived cost has no significant impact on consumers’ willingness to pay.(4)Consumer trust plays a significant role in regulating the relationship between perceived value and willingness to pay.On this basis,specific recommendations are made from the aspects of ensuring the quality of agricultural products,rationally adjusting costs and market prices,improving consumer cognition,and increasing government supervision. |
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