Consumers' Research On The Search Behavior Of Aquatic Product Quality And Safety Information

With the steady progress of the socialist economic construction in our country,people's living standards are constantly improving, can say we are walking on the way to realize the comprehensive well-off. However, in the process of economic development in our country there are disharmonious factors in our food safety areas,growing incidence of food safety incidents, where they are concerned about the degree is higher. As standards of living improve, people's diet structure is changing,the special food of aquatic products, due to the low content of fat, high protein, high nutritional value, taste and win people's favorite. At present our country for the imperfection of the regulatory system of aquatic products, the information disclosure system is not perfect, all of this to the current status of the quality and safety of aquatic products bring adverse effect.In this paper, with a special type of aquatic products food as the research object,with aquatic products quality safety information for the introduction, from consumers buy aquatic products of quality and safety of aquatic products information search behavior point of view, aiming at the problem of aquatic products in the market of the theoretical analysis and empirical study. In view of the limitations of time and money,In this study area of shandong province, Qingdao, yantai, weihai, jinan,liaocheng,binzhou, taian, zaozhuang, linyi, jining, ten cities such as seafood consumers as investigation object, respectively, in the above four cities of farmers' markets and supermarkets of aquatic products out 480 questionnaires. Afterwards to professional to sort out data, and by using SPSS statistical software, data and related question answers are completely rejected the same invalid questionnaire, finally obtain 400 valid questionnaires. Analysis and research in order to achieve good results,in this paper, the relevant data descriptive analysis and cross analysis respectively, the aquatic products quality safety information to the attention of consumers, the food safety risk perception and consciousness, their health consciousness level, quality and safety of aquatic products information channels, the aquatic products quality safety information obtained for the degree of trust, to the quality and safety of aquatic products information utilization, etc were analyzed. In terms of empirical research,this article uses the Loigistc linear regression model, the influence factors of buyers information search behavior for the empirical analysis, and the empirical model andtheoretical hypothesis proposed in this paper are verified.The empirical results show that the degree of consumers, place of residence,home for the elderly or pregnant women, I have related working experience in food,aquatic products of nutrients, whether regular physical examination, whether to often eat raw food, access to the convenience degree of the aquatic products quality and safety of information, or relatives ever experience the events on the safety of aquatic products are in search of an aquatic product safety information for consumers behavior produce positive influence. Reputation and sales places, freshness,appearance is safety and quarantine identification, food quality and safety supervision in consumer region to play a role of reverse influence consumer search behavior.