TITLE:
Research on the Influence of Traceability Information of Fresh Agricultural Products on Consumers’ Purchasing Behavior
AUTHORS:
Mengjun Yu, Xiuxia Yan, Jikai Wang
KEYWORDS:
Fresh Agricultural Products, Traceability Information, Perceived Value, Regression Analysis
JOURNAL NAME:
Open Journal of Business and Management,
Vol.9 No.5,
September
16,
2021
ABSTRACT: Based on the composite perspective of product, consumer cognition and
consumer emotion, this paper establishes a research model of consumer purchase
behavior of agricultural products traceability information. Through the
questionnaire survey of urban consumers in a city, the correlation analysis and
regression analysis are used to calculate the influence coefficient of various
kinds of traceability information on consumer purchase behavior. This
paper empirically analyzes consumers’ preference for traceability information of fresh agricultural products. The results show
that: the group of online purchase of traceable fresh agricultural
products is mainly young women aged 26 - 35; most of them have higher education level and stable income level. Traceability information, food safety, product
display, shopping experience, safety value, information value and
economic value of fresh agricultural products have significant positive effects
on customers’ purchasing behavior. Finally, it is proposed that enterprises
should improve the traceability information of fresh agricultural products
according to the needs of customers, so as to avoid the high cost caused by the
pursuit of too much traceability information.