Study On The Influencing Factors Of Traceability Behavior Of Infant Formula Milk Powder Retailers

In order to improve the quality and safety status of domestic infant formula milk powder and to ease the crisis of trust of consumers,the mandatory traceability policy of infant formula milk powder in China began to be implemented in early 2014.As an important link in the infant formula milk powder industry chain,it is the last line of defense to ensure the quality and safety of infant formula milk powder.Therefore,studying the traceability behavior of sellers under the mandatory traceability policy and its influencing factors is of great practical significance to promote the implementation of infant formula milk traceability systems and improve the quality and safety of infant formula milk powder in China.This article takes the factors affecting the traceability of infant formula milk powder sellers as research objects,combines the characteristics of infant formula milk powder sellers' traceability behavior decisions,builds an integrated planned behavior theory and technology acceptance model,and designs a questionnaire based on this.,Construct a partial least squares structural equation model,perform regression analysis on the influencing factors of sellers 'traceability behavior,and analyze the similarities and differences of influencing factors of online and offline sellers' traceability behavior.The research in this article shows that among the many factors that affect the traceability behavior of sellers,perceived cost is the most important factor restricting the traceability behavior of infant formula milk powder sellers.Perceived ease of use,willingness to act,and sellers' traceability attitudes all affect The traceability behavior has a direct positive effect;the indirect impact of subjective norms on the traceability behavior of sellers is through attitude factors rather than willingness factors.In addition,the comparison of influencing factors between online and offline sellers shows that the willingness and traceability of offline infant formula sellers are more sensitive to the "perceived cost" factor,while the "image" and "externalpressure" in the subjective norms are It has a more obvious positive promotion effect on the traceability and tracing behavior of online sellers.Therefore,this article puts forward suggestions and countermeasures to optimize the traceability behavior of sellers from the government level and the seller level.At the government level,on the one hand,the government can use a variety of channels to effectively promote and popularize the infant formula milk traceability system from the front end of the market,and at the same time,encourage and guide technological innovation in the field of information traceability;on the other hand,the government can In the process of tracing the source,give full play to its functions of regulation and supervision,strengthen the regulation of online sellers,and focus on the supervision of sellers' warehousing.At the seller level,the awareness of traceability systems should be actively promoted,and effective management of traceability information should be valued.