信息对转基因稻米购买意愿的影响研究

摘要

By collecting consumers'survey data ,descriptive analysis method is used to study how information and the order of positive and negative information affect consumers'desire of purcha‐sing genetic modified rice .The obvious characteristic differences between the crowd sensitive to information and the crow d non‐sensitive to information are explored .T he study result show s that consumers'responding to information presents a phenomenon of "deviation of regression",as well as ,the effects of positive and negative information sequences on consumers are different ,but in general ,information is in good for consumers to determine their behavior and increase their desire of purchasing genetic modified products .%通过收集消费者的调查数据，采用描述性分析的方法，研究了信息以及正负信息的顺序对消费者在转基因稻米上的购买意愿的影响。并探讨信息敏感人群与信息不敏感人群的明显特征区别。研究结果表明消费者对信息的反应呈现一种“回归偏移”的现象，且正负信息的顺序对消费者的影响不同，但总体上信息有利于消费者确定自己的行为与增加消费者对转基因产品的购买欲望。