基于原产地形象的特色农产品购买行为研究

With the development of China’s rapid economic and the improvement of people’s living standards, great changes on people's food consumption concept and consumption preference have taken place. Agricultural products demand presents the varieties and diversified characteristics. The characteristic agricultural products, with its specific quality and reputation, won the consumers. In the process of consumer purchase decision, country of origin image is an important factor that consumers consider. Taking regional perspective as the breakthrough point, the project plans to study the country of origin image on consumers’ purchase behavior of characteristic agricultural products using the consumer behavior and the country of origin image theory and method. Research contents include: (1) Building the multi-level demand of consumer behavior theory analysis framework to determine the current target consumer behavior demand in China. (2) Fixing the Fishbein reasonable behavior model, and building a consumer purchasing behavior intention model in accordance with the current Chinese culture background, in order to study the influence of country of origin image effect and its mechanism on consumer purchase behavior on characteristic agricultural products. Verify the existence of the validation of origin image effect of characteristic agricultural products and difference in different categories of products. (3) Analysis on the influencing factors of consumer purchasing behavior empirically. In combination with the field questionnaire and auction experiment data, to understand consumers in a series of decision-making process from the cognitive and thinking as well as the main affecting factors, for the development of characteristic agricultural products marketing strategy and the government’s policy to provide theoretical guidance and empirical support from the perspective of image of origin.

随着中国经济快速发展和人民生活水平提高，人们食物消费理念和消费偏好发生了很大变化，农产品需求呈现优质化和多元化特点，特色农产品凭借其特定质量和声誉获得了青睐。在购买决策过程中，原产地形象是消费者考虑的重要因素。本项目将以区域角度为切入点，围绕消费者行为和原产地形象的理论与方法，研究原产地形象对特色农产品购买行为影响。研究内容包括：（1）构建多层次需求消费者行为理论分析框架，判定当前中国消费者特色农产品行为需求目标；（2）对Fishbein合理行为模型修正，构建符合中国文化背景的消费者购买意向模型，研究原产地形象对特色农产品购买行为的影响及机理，验证特色农产品原产地形象效应的存在性及不同类别产品的差异性；（3）系统分析消费者购买行为影响因素，将问卷结果与实验数据结合，据此考察消费者从认知、思考到决策的一系列过程，从原产地形象角度为特色农产品营销策略及政府政策制定提供理论指导和实证支持。

农产品质量安全问题一直是全社会关注的热点和焦点，随着我国经济快速发展，城乡居民收入水平和生活质量逐步提高，人们的食品质量安全意识不断增强。近年来我国陆续发生了诸多重大食品质量安全事件，不但危害了消费者身体健康，也对食品生产经营者和食品行业造成严重的经济损失。加强食品质量安全管理，确保最终消费安全，已成为社会各界共同认识和广大消费者的一致愿望。. 本研究立足于当代中国传统农业向现代农业转变对农产品质量安全监管的影响和要求，记录和描述了现阶段农产品质量安全监管的特点、模式和态势，然后对实践中农产品质量安全监管存在的问题进行归纳和解释；从消费者视角出发，以城市消费者作为研究对象，分别以香梨和苹果为例，研究消费者对其质量安全水平的认知、购买意愿和购买行为特征、以及不同地理区域消费者所表现的差异性；根据实证研究结果，以期为有针对性开拓及细分市场提供现实参考依据。. 本研究主要结论是：(1)目前有关食品质量安全方面的法律法规繁多，业已系统化，构成了集合法群，形成了食品质量安全法律法规的总体框架，并且日益趋于科学合理；但是在当前实践中，依然存在诸多问题。(2)由于消费者自身禀赋不同，家庭构成不同，成长、生活及工作环境不同，不同城市政府出台相关食品质量安全政策不同，也就使得不同城市消费者对特色农产品及质量安全水平的认知、需求动机和购买行为及影响因素表现出了区域差异性。