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中文摘要：
本文在依据消费者对可追溯食品需求函数确定消费者购买决策准则的基础上，运用Logistic二元选择模型实证检验并分析了北京市消费者对可追溯食品的态度、购买意愿及影响因素。主要结论如下：消费者对可追溯食品的认知度较低，对可追溯食品的购买意愿不显著；除了价格是影响消费者购买意愿的主要因素外，消费者对食品安全的信心、是否是家庭主要食品购买者、收入水平、对安全信息的关心、年龄、对可追溯食品的认知、食品安全责任人重视程度等是影响消费者对可追溯食品购买意愿的非常显著性因素。
英文摘要：
According to the food demand function and the rule of consumer＇s purchasing decision,this paper empirically studies attitudes,influence factors and willingess to buy traceable foods（TF） of consumers in China by binary Logisitc model. The research results indicate that,few consumers in China know TF,and their knowledge for TF are limited and the level of willingness to buy TF in China is not very high. Besides the price, confidence on food safety , main consumer purchasing food in family, income level , careness on information of food safety, age, awareness level for traceable food and person in response for food safety are factors affecting significantly consumer＇s attitude and willingness to buy TF.
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