A Study On The Effect Of Information Traceability Label Trust On Consumers'Behavior Of Buying Traceable Eggs

Egg,as an important source of protein intake,is an important food consumed in daily life.However,the frequent egg quality safety incidents in recent years have made consumers have to worry about the quality and safety of eggs,so traceability eggs have been added to the consumer's options,for the quality and safety of traceability eggs,Consumers have also invested a great deal of attention.Eggs with traceability labels can effectively ensure the quality and safety of eggs,not only to provide safer eggs to consumers,but also to ensure the healthy development of the egg industry in China.In addition,it is important to build a traceability egg information system in Liaoning Province.The meaning of what you want.In this study,the consumers of major supermarkets,farmers' markets and supply and marketing supermarkets in Liaoning Province were investigated,and the behavior of consumers buying traceable eggs was investigated in the field.The bivariate Probit model and the dual Probit model were used in this study.This paper explores the influence of trust degree of information traceability label on consumers' behavior of purchasing traceable eggs,and empirically studies its influencing factors,and then validates its mechanism by means of intermediary effect analysis.The specific research contents are divided into four parts:The first part mainly introduces the research background,significance and literature review of the first chapter and the second chapter of this paper.The first chapter mainly explains the research background of agricultural product information traceability label and the significance of building agricultural product traceability system in Liaoning province,and introduces the research scheme,technical route and the innovation of this paper.Chapter 2 defines the basic concepts of information traceability label,traceability egg and consumer buying behavior,and further introduces the theoretical basis of this paper,and respectively from the information traceability label,The traceability system of agricultural products and the purchasing behavior of consumers are reviewed,and a brief comment is made at last.The second part corresponds to the third chapter of this paper,mainly introduces the data source of this paper,and carries on the basic descriptive analysis.In this part,the data sources are discussed in detail,including the scope of the questionnaire,the object of the survey and the way of the survey,and from the basic characteristics of the consumer,The cross-analysis of consumers' cognition of traceable agricultural products and the consumer's confidence and trust in retroactive labeled eggs describe the basic situation of consumers.The third part corresponds to the fourth chapter of this paper,mainly the empirical analysis of the influencing factors.Based on the survey data of 390 consumers in 5 cities of Liaoning Province,using the bivariate Probit model and the binary Probit model,the factors influencing consumers' behavior of purchasing traceable eggs were analyzed by the trust degree of information traceability label.The results show that the trust degree of information traceability label directly and positively affects consumers' consumption confidence,and then indirectly affects their purchase behavior.Consumer confidence plays an intermediary role in the impact of information traceability label trust on purchasing behavior.And further use the intermediary effect analysis method.The intermediary effect analysis system and Bootstrap test prove that consumer confidence plays an intermediary role in the trust degree of information traceability label and the purchase behavior of traceable eggs.The fourth part corresponds to chapter 5 of this article,mainly introduces the research conclusion and the countermeasure suggestion.According to the previous research analysis,from the cognitive level,consumer confidence and trust are summarized.According to the conclusion,we should strengthen the propaganda of traceability eggs,promote the purchase opportunities of traceability eggs,set up a unified tracing information inquiry platform to ensure the quality and safety of traceability eggs;To optimize the traceability system of agricultural products and to enhance consumers' awareness of traceability inquiry,the corresponding countermeasures and suggestions are put forward.