大学生对可追溯性乳品的支付意愿和支付水平实证研究

摘要

基于乳制品的安全问题,本文以在校本科生为调研对象,对可追溯乳品的购买意向和支付水平进行实证研究,研究表明：大学生消费群较为关注乳品的安全问题,对可追溯性乳品的认知度与购买率较低,其支付意愿与支付水平受到可追溯性乳品的认知与态度、乳品安全关注度、性别与月消费等因素影响。%Thinking of the security issues of dairy products in China,after a long-term university students-base investigation focusing on purchase intention and payment capacity toward dairy of traceability,this disquisition finally comes to a conclusion that college students pay more attention to safety problems of dairy and they know little about traceable dairy,so they seldom buy it.Additionally,it is obvious that their pay will and payment capacity of traceable dairy products are diversely affected by relevant cognition,consumptive attitude,gender,monthly consumption ability,attention rate of food safety and the like factors.