Study On Consumer Behavior And Preference Of Traceability Information Of Fresh Agricultural Products

China is a big agricultural country.With the rapid development of China's economy,continuous improvement of people's consumption level and safety awareness,accelerating the construction of traceability system of fresh agricultural products has become the current political hot spot.To alleviate the agricultural production problem of asymmetric information between suppliers and customers,help enterprises to set up their own agricultural products traceability information system and increase the market value of traceable agricultural products,this paper studied how the traceability information of fresh agricultural products affects consumer behavior and consumers'preference for the traceability information content.Based on the above two research objectives,the paper first applies SOR theory to the field of traceable agricultural products consumption.At the same time,a consumer behavior model of agricultural product traceability information is constructed and nine hypotheses about the relationship among traceability information,perceived value and repeated purchase intention are proposed.Secondly,16 agricultural products traceability information were collected and summarized for consumer preference research of traceability information.Finally,hypothesis testing and result analysis were completed through questionnaire design,data collection and SPSS statistical analysis.The research results show that in the positive traceability information of agricultural products,the information from the three dimensions of green origin environment,high-quality product varieties and credible process testing can serve as an external stimulus to enhance consumers' repeated purchase intention by increasing their perceived value.In addition,consumers have a positive attitude towards obtaining all kinds of traceability information of agricultural products and their preference is influenced by personal characteristics.In general,the top 5 traceability information of agricultural products that consumers most want to know are:product test report,harvest/slaughter date,use of pesticides/veterinary drugs,product certification and nutrition.This has played a positive role in promoting the enthusiasm of agricultural products related enterprises in constructing traceability information system,dividing consumer groups and effectively optimizing traceability information of agricultural products.