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笔者以溯源猪肉为例,利用山东省消费者591份调研问卷数据,采用结构方程模型分析食品追溯系统对消费者感知不确定性的作用机制。结果显示,在实施食品追溯机制的背景下,消费者对溯源猪肉的感知不确定性降低,这源于其感知信息不对称和对卖方投机行为担忧的缓解,这将进一步强化其购买意愿,并使其愿对溯源猪肉进行溢价支付。建议政府相关部门规范可追溯系统的信息披露内容,以便消费者诊断产品;简化相应的认证程序,以减少溯源成本。
Using traceability of pork as an example, the author uses 591 questionnaires of consumers in Shandong Province and uses structural equation model to analyze the mechanism of consumers’ perceived uncertainty in food traceability system. The results show that consumers’ perception uncertainty of traceable pork in the context of the food traceability mechanism stems from the asymmetry of their perception of information and the ease of fears over speculation by sellers, which further reinforces their willingness to buy Make it willing to pay a premium for traceable pork. It is suggested that the relevant government departments regulate the information disclosure of the traceability system so that consumers can diagnose the products and simplify corresponding certification procedures so as to reduce the cost of traceability.