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

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.

Research on Improving Online Purchase Intention of Poverty-Alleviation Agricultural Products in China: From the Perspective of Institution-Based Trust

“…In other words, the effectiveness of the user feedback mechanism, platform supervision mechanism, product traceability mechanism, and product certification could effectively enhance customers' trust in the seller of PAAP, thus increasing their willingness to purchase PAAP online. Hypotheses H1, H2, H3, H4, and H5 were all proven, which is consistent with Brach et al ( 2017 ); Shao and Yin ( 2019 ); Xiao et al ( 2019 ), Yang et al ( 2021 ), and Yu et al ( 2021 ). The results of the comparative analysis verify that the factors that generate trust in other contexts can also have an impact on trust in PAAP transactions and, through trust, on online purchase intentions.…”

“…The more effective the product traceability mechanism was perceived by customers, the more inclined they were to trust the seller of PAAP, assuming H3 was proved (β = 0.166, P < 0.010). A study by Yu et al ( 2021 ) on fresh agricultural products also proved that product traceability information had a significant positive effect on customers' trust. The more effective customers perceived product certification mechanisms to be in identifying and helping poor people, the more trust they would have in the sellers of PAAP, assuming H4 was proved (β = 0.294, P < 0.010).…”

“…From the perspective of formal institutional mechanism, product traceability mechanism and product certification mechanism will affect customers' trust. Using modern information technology, a traceability mechanism can realize information traceability of PAAP from production to circulation to consumption, effectively reducing the information asymmetry, thus affecting customers' trust (Yu et al, 2021 ). Although the poverty-alleviation attribute of agricultural products is difficult to observe, the government's poverty-alleviation certification mechanism for agricultural products can transmit reliable information to customers, thus affecting their trust (Stahl and Strausz, 2017 ).…”

“…The effectiveness of the product traceability mechanism is the degree to which customers think that this mechanism can reflect the production and circulation information of PAAP. According to the existing research, a traceability mechanism can timely scan, record, and transmit the information of PAAP from production to circulation to consumption to customers, effectively reducing information asymmetry, and thus enhancing customers' trust (Ping et al, 2018 ; Yu et al, 2021 ). By scanning the product logo of “One product, one code,” customers can not only learn the quality and safety information of PAAP, to be more assured in consumption, but also obtain the poor households' file card information, to judge the authenticity of PAAP.…”

Consumer Behavior Based on Big Data and Cloud Computing and Construction of Customer Perception Mobile Terminal System

“…He et al have constructed a duopoly pricing model and have captured consumer heterogeneity in two dimensions to study consumers' choice of vehicle adoption and electric vehicles [9]. Yu et al have established a consumer purchase behavior research model of agricultural product traceability information based on the composite perspective of the product, consumer cognition, and consumer emotion [10]. However, because of the aforementioned scholars in the consumption area, the analysis of consumer behavior is progressing, and there is no general math for technology and consumer behavior analysis.…”