【摘要】 鸡肉作为居民日常生活中经常食用的一种食物,在2012年末"速生鸡"事件中引起了民众新一轮对食品安全的关注。同时,十八大提出建立全社会的食品安全信息可追溯体系,使得信息可追溯标签再次出现在公众视野。以武汉市城市居民为调查样本,通过Logistic模型分析,对消费者行为进行统计性分析,并分析影响消费者对加贴信息可追溯标签鸡肉支付意愿的相关因素。研究发现,被调查者的性别、家庭人数、对可追溯标签是否信任以及对信息可追溯标签价格增量的容忍度对加贴信息可追溯标签鸡肉的支付意愿有显著性影响。更多还原

【Abstract】 As daily food in our life,chicken attracted people′s new attention on food safety after the scandal over " fast-growing chicken" at the end of 2012.Meanwhile,establishing the traceability information system of food safety in the whole society was issued in 18th National Congress of CPC,which pushed the traceability information label to reappear in the public.Based on the sample of Wuhan urban residents,this paper analyzed consumer behavior statistically and discussed related factors which would impact consumers′ willingness to pay(WTP)for chicken with traceability information label by logistic model analysis.Finally,we found that the WTP was significantly influenced by consumers′ gender,family size,trust on labeled chicken and price tolerance of labelled chicken.更多还原