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可溯源食品由于其独特的优势成为近些年来食品行业关注的焦点,文章通过在天津市实地调研得到数据,运用因子分析、相关分析、最优尺度回归分析等分析方法研究三种主要因素——消费者的个人与购买决策认知因素、可溯源食品特有的信息因素、影响消费者购买的监管因素等对消费者购买的影响情况。研究结果表明多种情况下的消费者个人因素、基于FRID及二维码等应用技术不断发展的信息因素、政府监管消除外部性等因素均会对消费者购买产生不同的并且显著的影响。进而在实证分析的基础上,对如何解决可溯源食品中存在信息不对称和外部性等情况以及如何加强政府监管提出意见和建议。
Due to its unique advantages, traceable food has become the focus of the food industry in recent years. Based on the data collected from the field research in Tianjin, the article uses factor analysis, correlation analysis and optimal scaling regression analysis to study the three main factors - Consumer’s personal and purchasing decision-making cognitive factors, traceable food-specific information factors, regulatory factors affecting consumer purchase on consumer purchases. The results show that consumer personal factors under various conditions, information factors based on application technologies such as FRID and QR codes, and government regulation to eliminate externalities all have different and significant impacts on consumer purchasing. Then on the basis of empirical analysis, this paper puts forward opinions and suggestions on how to solve the unsymmetrical information and externality in traceable foods and how to strengthen government regulation.