Research on the Influence of Traceability Information of Fresh Agricultural Products on Consumers’ Purchasing Behavior - Open Journal of Business and Management

OJBM > Vol.9 No.5, September 2021

Volume 9, Issue 5 (September 2021)

ISSN Print: 2329-3284 ISSN Online: 2329-3292

Google-based Impact Factor: 1.13 Citations

Research on the Influence of Traceability Information of Fresh Agricultural Products on Consumers’ Purchasing Behavior ()

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Download as PDF (Size: 418KB) PP. 2370-2388

DOI: 10.4236/ojbm.2021.95128 366 Downloads 1,600 Views Citations

Author(s)

Mengjun Yu, Xiuxia Yan, Jikai Wang

Affiliation(s)

School of Management, Shandong University of Technology, Zibo, China.

ABSTRACT

Based on the composite perspective of product, consumer cognition and consumer emotion, this paper establishes a research model of consumer purchase behavior of agricultural products traceability information. Through the questionnaire survey of urban consumers in a city, the correlation analysis and regression analysis are used to calculate the influence coefficient of various kinds of traceability information on consumer purchase behavior. This paper empirically analyzes consumers’ preference for traceability information of fresh agricultural products. The results show that: the group of online purchase of traceable fresh agricultural products is mainly young women aged 26 - 35; most of them have higher education level and stable income level. Traceability information, food safety, product display, shopping experience, safety value, information value and economic value of fresh agricultural products have significant positive effects on customers’ purchasing behavior. Finally, it is proposed that enterprises should improve the traceability information of fresh agricultural products according to the needs of customers, so as to avoid the high cost caused by the pursuit of too much traceability information.

KEYWORDS

Fresh Agricultural Products, Traceability Information, Perceived Value, Regression Analysis

Share and Cite:

Yu, M. , Yan, X. and Wang, J. (2021) Research on the Influence of Traceability Information of Fresh Agricultural Products on Consumers’ Purchasing Behavior. Open Journal of Business and Management, 9, 2370-2388. doi: 10.4236/ojbm.2021.95128.

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[3]	Influence of Traceability Information Display on Consumption Behaviour in Cross-Border E-Commerce
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[4]	Research on improving online purchase intention of poverty-alleviation agricultural products in China: from the perspective of institution-based trust
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