随着农产品商品化程度的逐步提高,农产品消费在城乡消费二元结构中已处于重要位置,并且其主导地位越来越突出.为提升消费者农产品质量安全认知意识,促进消费行为,笔者采用交叉统计描述和最优尺度回归模型,对烟台市城乡消费者农产品质量安全认知及消费意愿影响因素进行实证分析,并对城乡差异进行比较.结果显示:中国城乡居民对农产品的质量安全认知水平存在较大差异,认知程度主要受消费者年龄、学历、收入水平等因素影响;同时,对农产品的安全认知程度显著影响安全农产品的消费意愿;虽然多数调查者表示出较强的购买意愿,但绝大多数人只愿意为安全农产品支付高于普通农产品10%的价格.研究结果对探索城乡消费一体化,尤其对解决城乡农产品消费二元结构具有重要现实意义.%With the gradual improvement of commercialization of agricultural products, agricultural consumption plays an important role in urban and rural consumption dual structure, and its dominant position is becoming more and more prominent. In order to improve the cognitive awareness of consumers about the quality and safety of agricultural products and promote consumer behavior, the authors made an empirical analysis of the factors affecting the consumers'cognition of the quality and safety of agricultural products and the consumption willingness in urban and rural areas by using cross-statistics description and optimal scale regression model, and compared the differences between urban and rural areas. The results showed that:there were significant differences in the cognition level of the quality and safety of agricultural products in urban and rural areas, the cognition was mainly affected by factors such as age, education and income level;in addition, the awareness of agricultural products'safety had a significant impact on consumption willingness; although most respondents expressed strong willingness to buy safe products, the majority were only willing to pay for safe agricultural products 10%higher than the price of ordinary agricultural products. The research results are of practical significance to explore the integration of urban and rural consumption, especially to solve the problem of dual structure of urban and rural agricultural consumption.
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