An Empirical Analysis Of Consumer Traceability Of Pork Purchase

Entering the new century,along with the rapid development of economy and improvement of people's living standard.The demand of pork consumption is also increasing,from single quantity demand in the past to quality demand nowadays.However,the customers have been doubted with the safety of pork in the market and their concerns will be strengthened when problems related to food safety such as "magdala red in KFC","clenbuterol poisoning" and "melamine poisonous powdered milk".Customers' distrust of food safety usually comes from the problems which are frequently emerged in the market and their own experiences.The way to strengthen customers' trust has been the focus for the government and academia.Traceability System is developed to solve the above problem which is regarded as one of the tools to handle information asymmetry and one of the measures to rebuild customers' trust.It has been pointed out that more trust can bring larger purchase frequency.Howerver,to which extend will people trust when Traceability System is applied?And what about the level of perceiving risks?Will it reduce people's cognition to information asymmetry?High quality of food safety and customers' purchase intention are the key elements to promote the sustainable and stable development of the consumer market.Therefore,there is big practical significance to explore the influence of customers'purchase intention from the perspective of trust.This paper summaries the existing researches and finds that the researches are mainly focused on the perspectives of cognition,individual features and preferences.However,few or even none researches are conducted based on consumer trust.Domestic scholars Liu Zengjin and Qiao Juan(2016)did some researches on the influence of brand traceability trust to customers' purchase behavior.So this paper constructs the theoretical model diagram of customers' traceable purchase intention of pork from the perspective of trust,taking information asymmetry and the cognition of risks as precursor,trust as medi-factor,purchase intention as dependent variable.The paper applies SEM to explore the relationships of purchase intention among information asymmetry,cognition of risks and trust as well as their influential levels.It also applies Bootstrap to explore the influential level of trust as a medi-factor to customers' purchase intention.My research shows that:the degree of the cognition level of information asymmetry has a slight negative effect on purchase intention while has an obvious negative effect on trust.The cognition has an obvious positive effect both to trust and to purchase intention.The perception of risks has an obvious negative effect both to trust and purchase intention.Trust has an obvious postive effect to purchase intention.The trust between information asymmetry and purchase intention does not have a transmission effect while the trust between perception of risks and purchase intention has a transmission effect.Finally,based on the related researches from the perspectives descriptive statistics and by empirical analysis,the conclusions of this paper are induced and summarized,and some relevant political suggestions are put forward from the perspectives of the government and the enterprises.