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中文摘要：
基于北京市7区县消费者的调查数据，在描述性统计分析消费者的猪肉购买行为和对可追溯体系认知程度的基础上，运用二元Logistic回归模型分析并测度了消费者对生鲜猪肉可追溯体系的支付意愿及其影响因素。研究结果表明：消费者对食品的质量安全关注度越来越高，凸显出建立和完善食品可追溯体系的必要性与群众基础；消费者对食品可追溯体系的总体认知水平比较低；性别、健康状况自我评价、了解可追溯体系的程度、对食品安全的意识敏感程度以及能支付的涨价后随机价格等因素影响消费者购买可追溯猪肉；通过模型测算，当市场中普通猪肉的价格为20元，公斤时，消费者对可追溯猪肉的平均支付意愿达到24．5元／公斤，比普通猪肉价格溢出22．5％。
英文摘要：
The purpose of this paper is to statistically analyze perception of food traceability system through a survey on Beijing consumers. Factors that affect consumers＇ perception of food traceability system were examined and willingness to pay for the system was determined, using binary logistic regression analysis. The results show that it is necessary and mass-based to establish and perfect food traceability system, because of the increasing of concern to food safety; consumers＇ perception of pork traceability system is subject to a comparatively low level; Purchasing of traceable pork is affected by gender, self-evaluation of health, awareness of the traceability system, concern about food safety, and stochastic price willing to pay. What＇s more, according to the calculations, when the price of pork in market is 20 yuan/kg, average willingness Of consumers to pay for traceability system reached 24.5 yuan/kg, with price overflowing of 22.5%.
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