Research On Behavior Mechanism Of Traceability Information Transmission In Food Production Enterprises

Food safety is related to the national economy and the people's livelihood.However,the hazards of food-borne diseases continue to spread in recent years,and the development trend of food quality and safety is not optimistic,which has caused widespread concern and research by the government,enterprises and consumers.The root cause of food quality and safety issues lies in the characteristics of food quality and information asymmetry,it is especially necessary to seek appropriate and feasible ways to strengthen the multi-angle supervision of food from production to consumption,build an effective food safety supply model,and promote traceable information to delivery effectively in the food supply chain.This research uses the theory of information economics,the externality theory of food safety,the public product theory of food safety,the structural equation model principle,the game theory and the planning behavior theory,and uses the combination of normative analysis and empirical analysis to the behavioral mechanism of traceability information transmission for food production enterprises and finds out the key factors affecting the effective transmission of traceability information.Finally,it proposes policy recommendations to promote the effective transmission of traceable information from food production enterprises.The research ideas of this paper are as follows: Firstly,the domestic and foreign research literature on food traceability information transmission are reviewed,and the relevant theoretical basis of traceable information transmission is analyzed.Starting from the entire food supply chain and food production enterprises and government regulatory authorities,food production enterprises and government regulatory authorities,the paper establishes three groups of game models which is between consumers and food production enterprises,food production enterprises and food production enterprises,food production enterprises and government regulatory authorities.And it analyzes the constraints of the effective transmission of traceability information of food production enterprises from the theoretical level.Secondly,based on the theory of planned behavior,this paper analyzes the formation mechanism of traceability information transmission in food production enterprises,puts forward relevant hypotheses,and constructs a theoretical model for traceable information transmission of food production enterprises.Thirdly,using the structural equation as the analysis tool,through the design of the scale,the research data,the introduction of the model principle,the factors affecting the traceable information transmission behavior of the production enterprise and the mutual relationship between the factors are empirically Demonstration,and the empirical results are carried out analysis.Finally,on the basis of the theoretical analysis and empirical analysis of the traceability information transmission,the relevant conclusions and suggestions are drawn.The main conclusions are as follows: First,the willingness to transmit has a positive incentive effect on the transmission behavior;Secondly,from the perspective of behavioral attitudes,the degree of awareness of the importance of traceable information transmission,the scale of the enterprise,the income and the reputation of the brand enhance the positive incentive effect of the enterprise's traceable information transmission behavior;Thirdly,from the perspective of control factors,the complexity of technology,the difficulty of connecting old and new systems,and the difficulty of information inquiry have a negative incentive effect on the traceable information transmission behavior of enterprises;Fourthly,from the perspective of behavioral norms,the degree of retroactive compensation,the difficulty of passing standards,the difficulty of product certification and the certification of production processes have a negative incentive effect on the traceable information transmission behavior of enterprises.In addition,according to the conclusions,relevant policy recommendations are proposed to provide reference for government food safety regulation and construction of enterprise traceability system.At the same time,it also provides theoretical guidance for promoting the effective transmission of traceability information of food production enterprises.