信任对城市居民有机食品消费行为的影响机理分析

ANALYSIS OF THE INFLUENCE MECHANISM OF TRUST ON URBAN RESIDENT’ORGANIC FOOD CONSUMPTION BEHAVIOR

关键词:  信任  消费行为  有机食品  价值感知  食品安全意识

Key words:  trust  consumer behavior  organic food  value perception  food safety awareness

摘要:

目的 揭示不同信任水平消费者在有机食品消费行为上的差异及其内在逻辑，从而为有效破解有机食品市场提供新的思路。方法 文章以价值感知和食品安全意识为中介调节变量，构建信任影响消费行为的分析框架，并基于全国1 113位城市居民的微观调查数据，采用Ologit模型进行实证检验。结果 信任水平正向影响居民有机食品消费行为和价值感知，价值感知在信任对消费行为的影响中发挥中介效应；同时，居民食品安全意识在信任与价值感知之间起调节作用，从而价值感知对信任与消费行为之间关系的中介效应也会受到食品安全意识的调节，即产生了被调节的中介效应。结论 信任是决定消费者有机食品消费行为的重要因素，信任缺失会限制消费者的购买行为。利用有效的信号揭示和传递机制能缓解市场信息不对称，增进消费者信任，从而促进有机食品消费市场发展。与消费者信任相比，价值感知是影响消费者购买行为的更为直接的因素，不同消费者信任水平导致的购买行为的差异，在一定程度上是通过影响消费者价值感知实现的。因此，提供差别化的产品与服务、加强消费者的良性社交互动，普及和传播食品安全知识，有效提升消费者的价值感知水平和食品安全意识，都有利于有机食品市场培育。

Abstract:

This paper revealed the differences and internal logic of consumers with different trust levels in organic food consumption behavior, so as to provide new ideas for effectively solving the dilemma of organic food market cultivation. Using value perception and food safety awareness as intermediary adjustment variables, an analysis framework of trust affecting consumer behavior was constructed. And based on the microscopic survey data of 1113 urban residents across the country, an empirical test was conducted using the Ologit model. The results show that trust level positively affects residents 'organic food consumption behavior and value perception; value perception plays an intermediary role in the influence of trust on consumer behavior; at the same time, residents' food safety awareness plays a regulatory role between trust and value perception, so that the mediating effect of value perception on the relationship between trust and consumer behavior is also regulated by food safety awareness, that is,the regulated mediation effects have been produced.Trust is an important factor in determining consumers' consumption behavior of organic food, and lack of trust will limit consumers' purchase behavior.Using effective signal disclosure and transmission mechanism can alleviate market information asymmetry, enhance consumers' trust, and promote the development of organic food consumption market.Compared with consumer trust, value perception is a more direct factor affecting consumers' purchase behavior. To a certain extent, the difference of purchase behavior caused by different levels of consumer trust is realized by influencing consumers' value perception. Therefore, providing differentiated products and services, strengthening consumers' positive social interaction, popularizing and disseminating food safety knowledge, and effectively improving consumers' value perception and food safety awareness are conducive to the cultivation of organic food market.