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本文在对北京市49家“农改超”市场进行实地调查的基础上,对所获得的279份消费者问卷进行分析,研究都市“农改超”市场消费者购物行为及食品安全认知影响因素,以提高该类市场食品安全水平和消费信心。多元有序Logistic模型研究结果表明,市场管理规范、安全检测设备、产品来源信息、商贩服务质量对消费者食品安全认知有正的显著性影响,食品安全关注程度等则与之呈负的显著相关关系,消费者年龄、收入等个性特征及购物频率的相关性不显著。
Based on the field survey of 49 “agricultural reform supermarkets” in Beijing, this paper analyzes 279 consumer questionnaires obtained and studies the consumer behaviors and foods Influencing factors of safety cognition in order to improve the food safety level and consumer confidence in such markets. The results of multivariate Logistic model show that market management practices, safety testing equipment, product source information and trafficker service quality have a positive and significant impact on consumers’ food safety awareness, while food safety concerns are negatively significant Correlation, consumer age, income and other personality characteristics and shopping frequency correlation is not significant.