CAJ | 학술논문

以随机选取长沙市300名消费者的调查数据构建消费者决策过程模型，运用spss20.0进行数据分析以验证各个变量间的关系以及该模型的合理性，研究了消费者对可追溯性农产品的购买意愿及其影响因素。结果表明：可追溯食品的市场前景与购买意愿密切相关，而消费者的购买意愿与消费者的认知有显著相关关系。提出了加大监控管理力度、积极推动行业建立可追溯体制、建立完善的销售渠道和信息供给机制、提高消费者的认知程度和维权意识等是增强消费者对可追溯性农产品购买意愿的关键，借此推进我国农产品质量安全溯源机制建立，实现农产品“从田间到市场”的全程监管。
이수궤선취장사시300명소비자적조사수거구건소비자결책과정모형，운용spss20.0진행수거분석이험증각개변량간적관계이급해모형적합이성，연구료소비자대가추소성농산품적구매의원급기영향인소。결과표명：가추소식품적시장전경여구매의원밀절상관，이소비자적구매의원여소비자적인지유현저상관관계。제출료가대감공관리력도、적겁추동행업건립가추소체제、건립완선적소수거도화신식공급궤제、제고소비자적인지정도화유권의식등시증강소비자대가추소성농산품구매의원적관건，차차추진아국농산품질량안전소원궤제건립，실현농산품“종전간도시장”적전정감관。
Taking investing data of 300 consumers, who are selected from Changsha city randomly, to construct decision-making process model of consumer, and using spss20.0 to analyze the data in order to verify the relationship between each variable and the rationality of the model, while the purchase intension of consumers to traceable agricultural products and its inlfuencing factors were analyzed. The results showed that the market prospects of the traceable food related to the purchase intension closely, and the purchase intention of the consumer had signiifcant correlation with the recognition of the consumer;the key points for increasing purchase intension of consumers to traceable agricultural products were put forward, such as enhancing supervision and management degree, promoting construction of traceable system for industry actively, establishing perfect sell channel and information providing system, and improving recognition degree and right protection recognition of consumers, thus promoting establishment of traceable system for quality safety of agricultural products in China, and realizing the whole supervision process of agricultural products from field to the market.