感知风险与超市安全蔬菜购买行为的研究

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浙江财经学院硕士学位论文

摘要

安全蔬菜在我国主要包括绿色蔬菜，有机蔬菜，无公害蔬菜，是指按照一定

标准和要求生产的具有生态，安全，优质，高产，高效的特性，并且获得相应绿

色标志或环境认证的农产品。安全蔬菜作为农产品质量安全体系的重要组成部分，

是我国安全优质农产品生产和消费的基本类型，是消费升级替代和保障食品安全、

增强农产品市场竞争力的客观需要，也是我国现代农业和农产品发展的基本方向。

20世纪80年代中后期，国外兴起一股绿色消费浪潮，具有代表性的是对于绿

色（有机）农产品的需求量快速增长,从而提升了安全蔬菜的消费意愿，但与普通

农产品相比，安全蔬菜所占的市场份额还是相对有限的（液态乳及乳制品除外）。

其原因主要在于安全蔬菜市场出现了“叫好不叫座”的尴尬局面，消费者对安全

蔬菜的潜在需求和消费意愿并未明显转变为现实的购买行为，形成安全蔬菜产销

不旺、处于低水平的市场供求状态的局面，导致产业发展迟缓。因此，要解决安

全蔬菜产业发展问题就必须研究安全蔬菜的消费行为规律。在消费者行为学的研

究中，感知风险作为重要变量，在消费者实证领域一直占有举足轻重的地位，本

文定位主要是感知风险与超市安全蔬菜购买行为的研究。

本文首先对安全蔬菜的含义进行介绍，在此基础上回顾梳理了相关理论和各

综述，在前人研究成果的基础上结合本文的研究构建了模型并界定各变量。通过

调查问卷收集整理了大量数据后，运用统计分析工具SPASS进行各种统计分析，验

证假设，得出统计分析结果。最后得出了本文的研究结论和相关建议。

在感知风险方面，本文在前人研究的基础上，结合超市安全蔬菜研究的实际，

将感知风险分为六大构面：感知经济风险，感知质量安全风险，感知信任风险，

感知事件风险，感知社会心理风险，感知便利风险。中介变量为农贸市场因素，

选取新鲜度，价格和分布位置三大要素。

统计分析结果表明，在六大感知风险的构面中，感知的质量安全风险位居第

一，排名后两位的分别是社会心理风险和事件风险，而感知的经济风险位居最后。

从假设来看，经过实证部分的各方面检验，发现消费者超市安全蔬菜购买意愿与

感知风险的三个构面的关系较强，按重要性分别排序为，感知的质量安全风险，

感知的事件风险和感知的便利风险，而另外三个假设感知经济风险，感知信任风

险和感知社会心理风险的关系则并不那么显著。从中介变量农贸市场因素来看，

消费者选择农贸市场主要是新鲜度和分布位置的优势，而价格因素影响则不那么

显著。

浙江财经学院硕士学位论文

根据上述统计结果，本文得出以下四大建议。第一，从物流环节入手，保证

超市安全蔬菜的质量，降低消费者的质量安全风险。第二，合理引导事件风险的

扩散，降低消费者的事件感知风险。第三，合理选址，加强连锁经营，增加服务

附加价值，降低消费者的便利风险。第四，扬长避短，发挥共同优势。

关键词：感知风险，超市，安全蔬菜，购买行为

浙江财经学院硕士学位论文

III

ABSTRACT

Safe vegetables in China mainly include green vegetables, organic vegetables,

pollution-free vegetables, refers to certain standards and requirements of production

with ecology, safety, high quality, high yield, high efficiency characteristics, and

obtained the corresponding green signs or environmental certification of agricultural

products.Safety of agricultural products quality and safety of vegetables as the main

component of system of our country, is a safe and high quality agricultural products

production and consumption of the basic types, is the upgrading of consumption

substitution and ensure food safety, enhance produce market competition ability is

objective need, also is our country modern agriculture and agricultural development

direction.

In the late nineteen eighties, there is arisen a wave of green consumption abroad,

the representative for green (organic) agricultural products of the rapid growth of

demand, thus enhancing the safety of vegetables consumption desire, but with the

common produce are compared, safety of vegetables in the market share is relatively

limited (liquid milk and dairy products except).The main reason lies in the security

market to appear "applaud not draw a large audience" awkward situation, consumer

safety vegetables and the potential demand and consumption will not significantly

change into realistic purchasing behavior, form safe vegetable produce and sale not

flourishing, at a low level of market supply and demand situation, cause industry

progress is slow.Therefore, in order to solve the security problem of vegetable industry

development it is necessary to study the safety of vegetable consumption behavior.In the

consumer behavior study, perceived risk as an important internal variable, consumers in

the empirical field has play a decisive role position, the positioning is the main risk

perception and safety of vegetable supermarket buying behavior.

This paper first on the vegetable security concept definition and presentation, based

on the reviews of related theory and the review, on the basis of previous research results

based on the model of construction and define variables, the main research methods are

questionnaire.Having collected a large amount of data, using statistical analysis tools

SPASS performed various statistical analysis, verify the hypothesis, that the results of

statistical analysis.Finally come to the conclusion of this paper and relevant suggestions.

浙江财经学院硕士学位论文

In the perception of risk, based on the previous studies, combined with safety

vegetable research and practice, the perceived risk is divided into six dimensions:

perceived economic risk, perceived quality safety risk, perceived trust risk, perceived

risk, perceived psychosocial risk, perceived risk in convenience.As a moderating

variable of a farmers market factors, choose fresh, price, location in three aspects as

marketing factors.

The statistical analysis shows that, in the six dimensions of perceived risk,

perceived quality and safety risk in the first place, ranking after two were psychosocial

risk and risk of incident, and perceived economic risk at last.This paper presents the

hypothesis that, through the empirical part of all aspects of the inspection, found that

consumer supermarket vegetable security purchase intentions and perceived risk in three

aspects according to the importance of relationship stronger, respectively in order of

perceived quality, perceived risk, the event risk and perceived risk in convenience,

while the other three assumption for perceiving economic risk, perception trust risk and

perceived psychosocial risk relationship is not so obvious.Regulating variable farmers

market factors, consumer choice farmers market is mainly looking fresh degree and

location advantages, and price factors are not so obvious.

Finally, according to the above results, this paper draws the following four

suggestions.First, from the logistics link proceed with, to ensure the safety of vegetable

quality, reduce consumer's quality safety risk.In second, a reasonable guide event risk

diffusion, reduce consumers' perceived risk events.In third, site selection, strengthen the

chain, increase the service value, reduce consumer convenience risk.In fourth, foster

strengths and circumvent weaknesses, play compares a dominant position.

Key words: perceived risk, supermarket, safe vegetables, buying behavior

浙江财经学院硕士学位论文

第 1 章绪论 ..........................................................1

1.1 研究背景 ........................................................1

1.2 研究目的和意义 ..................................................2

1.3 研究方法 ........................................................2

1.4 研究内容 ........................................................2

1.5 创新之处 ........................................................4

第 2 章理论基础与文献综述 ............................................5

2.1 安全蔬菜 ........................................................5

2.1.1 安全蔬菜的含义 ..............................................5

2.1.2 安全蔬菜发展历程与现状 ......................................7

2.1.3 超市安全蔬菜的研究 .........................................12

2.1.4 小结 .......................................................13

2.2 感知风险 .......................................................14

2.2.1 感知风险的含义 .............................................14

2.2.2 感知风险的构面 .............................................16

2.2.3 减少感知风险的策略研究 .....................................19

2.2.4 感知风险与消费者购买行为的研究 .............................20

2.2.5 小结 .......................................................22

2.3 消费者行为 .....................................................23

2.3.1 消费者行为的含义 ...........................................23

2.3.2 安全蔬菜的消费者行为研究 ...................................24

2.3.3 不同场所消费者购买行为研究 .................................24

2.3.4 小结 .......................................................26

第 3 章研究方法与设计 ...............................................27

3.1 模型的构建 .....................................................27

3.2 变量的定义 .....................................................30

3.3 研究假设 .......................................................31

3.4 调查方案设计 ...................................................35

3.4.1 感知风险因素的测量 .........................................35

3.4.2 农贸市场因素的测量 .........................................38

3.4.3 超市安全蔬菜购买行为的测量 .................................38

3.5 数据分析方法 ...................................................39

第 4 章实证研究分析 .................................................40

浙江财经学院硕士学位论文

4.1 描述性统计分析 .................................................40

4.1.1 问卷发放情况 ...............................................40

4.1.2 均值分析 ...................................................42

4.2 信度和效度分析 .................................................44

4.2.1 信度分析 ...................................................44

4.2.2 效度分析 ...................................................44

4.3 相关分析与回归分析 .............................................48

4.3.1 相关分析 ...................................................48

4.3.2 回归分析 ...................................................50

4.4 农贸市场因素的中介作用分析 .....................................56

4.4.1 农贸市场因素的中介作用分析 .................................57

4.4.1 农贸市场各维度的中介作用分析 ...............................59

4.5 控制变量分析 ...................................................61

4.5.1 不同性别下感知风险的差异 ...................................61

4.5.2 不同年龄层次对感知风险的影响 ...............................61

4.5.3 婚姻状况对感知风险的影响 ...................................63

4.5.4 文化程度对感知风险的影响 ...................................63

4.5.5 家庭收入对感知风险的影响 ...................................64

4.5.6 家庭常住人口数对感知风险的影响 .............................66

第 5 章研究结论和展望 ...............................................67

5.1 主要研究结论 ...................................................67

5.2 研究建议 .......................................................68

5.2.1 保证安全蔬菜的质量，降低消费者质量安全风险 .................68

5.2.2 合理引导事件风险，降低消费者感知的事件风险 .................69

5.2.3 加强连锁化经营，降低消费者的便利风险 .......................69

5.2.4 扬长避短，发挥共同优势 .....................................70

5.3 研究的局限和展望 ...............................................70

5.3.1 研究局限 ...................................................71

5.3.2 研究展望 ...................................................71

参考文献 ............................................................73

附录 ..............................................................77

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摘要：

浙江财经学院硕士学位论文I摘要安全蔬菜在我国主要包括绿色蔬菜，有机蔬菜，无公害蔬菜，是指按照一定标准和要求生产的具有生态，安全，优质，高产，高效的特性，并且获得相应绿色标志或环境认证的农产品。安全蔬菜作为农产品质量安全体系的重要组成部分，是我国安全优质农产品生产和消费的基本类型，是消费升级替代和保障食品安全、增强农产品市场竞争力的客观需要，也是我国现代农业和农产品发展的基本方向。20世纪80年代中后期，国外兴起一股绿色消费浪潮，具有代表性的是对于绿色（有机）农产品的需求量快速增长,从而提升了安全蔬菜的消费意愿，但与普通农产品相比，安全蔬菜所占的市场份额还是相对有限的（液态乳及乳制品除外）。其原...

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