Research On The Impact Of Information Trust On Consumer Behavior Choice

Based on the theory of information asymmetry,consumer decision theory,supply chain management theory and utility theory,this paper is based on the current situation of China's pork traceability system,using consumers in Shanghai and Jinan as research objects,using consumers.Questionnaire data,empirical analysis of the impact of consumer information trust on traceable pork purchase behavior in real-life scenarios and its influencing factors and consumer information trust on the traceability of pork traceability and payment level differences under simulated scenarios.Specifically,it includes the following research contents: First,it summarizes the construction background and development status of China's pork traceability system;Second,it constructs the theoretical system and logical framework of consumer behavior choice in pork traceability system;third,it discusses The impact of consumer information trust on traceable pork purchase behavior and its influencing factors under realistic scenarios.Fourthly,the impact of consumer information trust on traceable pork payment willingness and payment level difference under simulated scenario was studied.Fifth,in summary On the basis of the above research results,the countermeasures are proposed,and the inadequacies of this research and the direction to be further studied are discussed.This study mainly draws the following conclusions: First,in the real situation,consumers' awareness of “traceable food” or “food traceability system” needs to be further improved,for knowing “traceable food” or “food traceability system” This part of the consumer,mainly through the network,television and food labels to understand the traceable food related information;consumers have no confidence in the source of traceable pork information,but the consumer confidence and purchase willingness to traceable pork Higher;information source trust,age and household registration variables positively affect consumer confidence;consumption confidence,purchase weight,age,and academic variables significantly affect purchase behavior;information source trust is indirectly affecting consumers' purchase behavior of traceable pork.Secondly,under the simulated scenario,consumers have the highest level of trust in government-issued traceability information that can be traced back to pig farming and mobile/website inquiries;consumers are generally willing to pay extra prices for traceable pork,but can be traced back to different attribute combinations.There is a difference in the average willingness to pay for pork.It is most trustworthy for the traceability information of pork traced back to the pig breeding sector + government release + mobile phone / website inquiry,and the average willingness to pay reaches 7.68 yuan / kg;information trust,bid price,family annual income,10 variables,such as pork cognition,gender,household registration,age,purchasing members,children's condition,and pork quality and safety,significantly affect consumers' willingness to pay for traceable pork;from the marginal effects of scenarios 1 to 8,For each additional level of trust in the pork traceability information portfolio,the likelihood of a buyer's willingness to pay for traceable pork increased by an average of 0.2863,0.2571,0.3883,0.4568,0.3569,0.2706,0.3598,0.3936,respectively.Accordingly,this study believes that it is necessary to strengthen the propaganda of the pork traceability system and raise the awareness of consumers' traceability;the government has improved the construction of relevant laws and standards systems to enhance consumers' trust in traceable information;Tracing the traceability of food at the attribute level;building an additional cost-sharing mechanism for joint government,consumer,and production operators.