| In recent years,issues of dairy food safety have emerged unceasingly,which leads to the low-level trust of domestic consumers towards the dairy enterprises.Dairy traceability system can secure the quality dairy products,solve the problem of bilateral information asymmetry,and make dairy products traceable and transparent throughout the process of production.Therefore,establishing traceability system in the circulation of dairy products is one of the effective ways to increase the quality of dairy products.However,the key to implement the dairy traceability system lies in consumers’ cognition,demand,trust and purchasing behavior of the traceable dairy products,which directly affect the formation and improvement of dairy traceability system.To sum up,this paper mainly investigates consumers’ purchasing behavior of traceable dairy products,and contributes to the improvement to be made on the dairy traceability system.This paper,taking Fushun as the case,examines the behavior of purchasing traceable dairy products by issuing a total of 356 questionnaires to the local consumers.This study first conducts descriptive statistical analysis to the psychological and product characteristics of traceable dairy products according to consumers’ personal and family characteristics,on which a further empirical research adopting binary logistic is based,to investigate factors influcing consumers’ purchasing behavior.The results indicate that among individual characteristics,education background shows a significantly positive relevance to the purchasing behavior.Regarding family characteristics,annual family income has a positive significant impact on the purchasing behavior.Concerning psychological characteristics,the level of consumers’ cognition and trust have a positive significant impact on the purchasing behavior;The degree of concern about dairy quality and safety has a negative significant impact on the purchasing behavior.In terms of the product characteristics,the price and the availability of traceable dairy products and the availabilty of traceable dairy products both have a positive significant impact on purchasing behaviourThis paper puts forward pertinent suggestions at two levels: government and enterprises.At the goverment level,intensifying publicity and improving consume’s cognition;reinforcing the supervision and management of the system and enhancing the consumer trust;and strengthening supports for traceable dairy enterprises in multiple dimensions.At the enterprise level,placing more importance on the traceability system and constructing a unified traceability information platform;pricing reasonablely to reduce production costs;and strengthening marketing and boosting the overall competitiveness of dairy products.At the consumer level,Raise the consumer cognition level,break the cognitive barrier;as well as Improving the screening ability and maintain rational consumption. |
