进口农产品供应链追溯信息对中国消费者信任的影响研究——感知价值的中介作用与消费者民族中心主义的调节效应
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摘要
中国是全球最大的农产品进口国，进口规模持续扩大，有效满足了消费者需求并缓解了农业资源压力。随着供应链追溯与消费者信任的重要性日益凸显，本文在信息不对称理论、消费者行为学理论、S-O-R（Stimulus-Organism-Response）模型与供应链管理理论的基础上，构建了涵盖追溯信息、感知价值、民族中心主义与消费者信任的研究框架。基于成熟量表设计了消费者问卷，并在北京、上海、广东、广西、云南和贵州收集样本数据，采用 SPSS 20.0 与 AMOS 28.0 进行实证分析。结果显示：各类追溯信息对认知信任、情感信任及感知价值的影响具有差异；感知价值在追溯信息与消费者信任之间发挥中介作用；民族中心主义对感知价值与信任关系存在负向调节效应。研究提出了针对性的管理建议，为农产品进口企业及行业发展提供参考。
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Chinese Journal of Social Science and Management Editorial Division
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Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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