武汉市消费者对转基因食品的认知研究
摘要
从世界上首例转基因食品诞生的那刻起,关于转基因食品安全性及其商业化发展的争论便随之而来,随着转基因作物在全球范围的大规模种植,这种争论在世界各地激烈展开,直到现在也没有停止。随着我国生物技术及其应用水平的迅速发展,转基因食品越来越受到人们的关注,各方舆论持不同意见,相关的争论也愈演愈烈。然而,对市场发展起决定性作用的是消费者,他们的认识和观点是决定转基因食品商业化能否成功的关键,他们的偏好和选择最终将决定转基因食品的未来。因此,在转基因食品的发展过程中,开展消费者认知方面的研究非常必要。本文的研究目标就是探析武汉市消费者对转基因食品的认知状况及其影响因素,运用消费者行为学相关理论,在开展实地调查的基础上,通过建立经济计量模型对数据进行分析与研究,从而得出有关结论,进而为我国转基因食品发展的政策决策提供科学依据。
本文在体系结构上分为7个部分：
第一部分为导言,主要是对本文的研究背景、研究目的和意义以及研究内容和方法做简单地介绍；第二部分为消费者对转基因食品认知方面研究的文献综述,首先对转基因技术的应用及存在问题进行了总结与归纳,接着回顾了国内外相关方面的研究,综述了消费者对转基因食品认知的影响因素,最后概括了相关研究所采用的方法；第三部分介绍了本研究的理论基础和研究方法,本文的理论基础主要包括消费者认知理论、消费者需要与动机理论以及消费者信息搜寻与处理理论,采用的研究方法是通过建立经济计量模型对调查数据进行实证分析与研究；第四部分对本研究的数据来源和样本构成做了简单介绍与说明,包括调查方式的选择、问卷的设计、样本的选取方法和样本构成的简单描述；第五部分是对调查结果进行简单的统计与描述,分别对消费者对转基因食品的了解程度、接受程度和购买意愿三个方面的相关指标进行分析,探析影响消费者对转基因食品认知的因素；第六部分采用计量经济模型对转基因食品消费者认知的影响因素进行实证分析,根据模型估计结果对理论预期进行检验；第七部分在分析结果的基础上对研究进行总结,并相应地提出了几点政策建议。
From the moment of the first kind of GM Food's birth, the debate about GM Food's safety problem and its commercial development began consequently. With the global growth of GM crops'plantation, the debate continued intensively across the world and didn't cease even now. In China, with the consistent progress of biotechnology and its application, GM Food has attracted more and more attentions. Similarly, different voices still exist and the debate has become more and more vigorous. However, consumers play the decisive role in the market. Their knowledge and viewpoints are the key factors that determine the success of GM Food commercialization or not, and their preferences and choices determine the future of GM Food. Therefore, in the development of GM Food, the research of consumer cognition is very necessary. The research objective of this thesis is to explore consumer cognition of GM Food and its influencing factors in Wuhan. With the application of relevant consumer behavior theories and on the basis of field investigation, we have carried out the research and analyzed the data survey by establishing proper econometric model. Thereby we have got the consequent conclusion, so as to provide scientific basis for GM Food development policy.
Based on the system structure, the thesis is divided into seven parts.
As the introduction, the first part has briefly introduced the research background, research objective, research significance, the main content and research method. The second part is a literature review related to consumer cognition of GM Food. In this part, we have introduced the application of transgenic technology and existing problems. With the review of related research at home and abroad, we have summarized the influencing factors of consumer cognition of GM Food and the research methods. The third part is about the theory foundation and method of the research. The theories the thesis applied mainly include consumer cognition theory, consumer needs and motivation theory, and consumer information gathering and processing theory. The research method is doing the empirical analysis by establishing econometric model. In the fourth part, we have explained the data source and sample constitution, including the survey method selection, questionnaire design, sample selection method and sample constitution description. The fifth part is the statistics and description of survey data, analyzing consumer knowledge, acceptance of and purchase willingness to GM Food with related indexes respectively, in order to explore influencing factors of consumer cognition. The sixth part is the empirical analysis on influencing factors of consumer cognition of GM Food by establishing econometric model and examining the anticipated function direction according to model estimation results. In the seventh part, we have concluded the research on the basis of analysis results and presented several suggestions accordingly.
本文在体系结构上分为7个部分：
第一部分为导言,主要是对本文的研究背景、研究目的和意义以及研究内容和方法做简单地介绍；第二部分为消费者对转基因食品认知方面研究的文献综述,首先对转基因技术的应用及存在问题进行了总结与归纳,接着回顾了国内外相关方面的研究,综述了消费者对转基因食品认知的影响因素,最后概括了相关研究所采用的方法；第三部分介绍了本研究的理论基础和研究方法,本文的理论基础主要包括消费者认知理论、消费者需要与动机理论以及消费者信息搜寻与处理理论,采用的研究方法是通过建立经济计量模型对调查数据进行实证分析与研究；第四部分对本研究的数据来源和样本构成做了简单介绍与说明,包括调查方式的选择、问卷的设计、样本的选取方法和样本构成的简单描述；第五部分是对调查结果进行简单的统计与描述,分别对消费者对转基因食品的了解程度、接受程度和购买意愿三个方面的相关指标进行分析,探析影响消费者对转基因食品认知的因素；第六部分采用计量经济模型对转基因食品消费者认知的影响因素进行实证分析,根据模型估计结果对理论预期进行检验；第七部分在分析结果的基础上对研究进行总结,并相应地提出了几点政策建议。
From the moment of the first kind of GM Food's birth, the debate about GM Food's safety problem and its commercial development began consequently. With the global growth of GM crops'plantation, the debate continued intensively across the world and didn't cease even now. In China, with the consistent progress of biotechnology and its application, GM Food has attracted more and more attentions. Similarly, different voices still exist and the debate has become more and more vigorous. However, consumers play the decisive role in the market. Their knowledge and viewpoints are the key factors that determine the success of GM Food commercialization or not, and their preferences and choices determine the future of GM Food. Therefore, in the development of GM Food, the research of consumer cognition is very necessary. The research objective of this thesis is to explore consumer cognition of GM Food and its influencing factors in Wuhan. With the application of relevant consumer behavior theories and on the basis of field investigation, we have carried out the research and analyzed the data survey by establishing proper econometric model. Thereby we have got the consequent conclusion, so as to provide scientific basis for GM Food development policy.
Based on the system structure, the thesis is divided into seven parts.
As the introduction, the first part has briefly introduced the research background, research objective, research significance, the main content and research method. The second part is a literature review related to consumer cognition of GM Food. In this part, we have introduced the application of transgenic technology and existing problems. With the review of related research at home and abroad, we have summarized the influencing factors of consumer cognition of GM Food and the research methods. The third part is about the theory foundation and method of the research. The theories the thesis applied mainly include consumer cognition theory, consumer needs and motivation theory, and consumer information gathering and processing theory. The research method is doing the empirical analysis by establishing econometric model. In the fourth part, we have explained the data source and sample constitution, including the survey method selection, questionnaire design, sample selection method and sample constitution description. The fifth part is the statistics and description of survey data, analyzing consumer knowledge, acceptance of and purchase willingness to GM Food with related indexes respectively, in order to explore influencing factors of consumer cognition. The sixth part is the empirical analysis on influencing factors of consumer cognition of GM Food by establishing econometric model and examining the anticipated function direction according to model estimation results. In the seventh part, we have concluded the research on the basis of analysis results and presented several suggestions accordingly.
引文
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11.李方远.探析转基因食品的开发潜力.农业与技术,Vol.28,No.1,2008
12.李湘皖.以消费者认知价值为中心的包装设计.湖南大学硕士学位论文,2006
13.李巍.关于旅游地形象的认知心理研究.南京师范大学硕士学位论文,2004
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19.时蓉华.主编：社会心理学词典.成都：四川人民出版社,1988.11
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29.张德亮.转基因作物经济研究综述.农业技术经济,2005,(4)：64-70
30.张国雄.转基因生物产品及其安全性综述.鄂州大学学报,Vol.11,No.4,2004
31.张玲.转基因食品发展及其影响因素研究.南京医科大学硕士学位论文,2007
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2. Best, J.B著,黄希庭等译.认知心理学.北京：中国轻工业出版社,2000,4-26
3.丁玉莲.消费者对转基因食品的态度研究——南京市的个案调查.南京农业大学硕士学位论文[D],2004.
4.董芳.强化·销蚀·曲解.东北财经大学硕士学位论文,2005
5.黄季煜,仇焕广,白军飞等.中国城市消费者对转基因食品的认知程度、接受程度和购买意愿.中国软科学,2006,(2)：61-67
6.侯守礼,王威,顾海英.消费者对转基因食品的意愿支付：来自上海的经验证据.农业技术经济,2004,(4)：2-9
7.郭亨杰,宋月丽.心理学教程.南京：南京师范大学出版社,1995.7
8.华光彦.消费者研究二消费者心理初探.管理世界,1985(02)
9.江林.消费者心理与行为(第二版).北京：中国人民大学出版社,2005.8
10.乐发瑞.绿色食品消费者行为实证研究.华中农业大学硕士学位论文,2006
11.李方远.探析转基因食品的开发潜力.农业与技术,Vol.28,No.1,2008
12.李湘皖.以消费者认知价值为中心的包装设计.湖南大学硕士学位论文,2006
13.李巍.关于旅游地形象的认知心理研究.南京师范大学硕士学位论文,2004
14.连丽君,王雷,张可炜.转基因食品安全性的争论与事实.食品与药品,2006(11)
15.林伟新.转基因技术：对人类是祸还是福?生态经济,2007(09)
16.刘柏松,傅贤治,薛云建.企业品牌权益保护的消费者心理角度研究.企业研究,2008(04)
17.柳友荣.新编心理学.合肥：安徽大学出版社,2000.7
18.刘志强.济南市消费者对转基因食品的认知态度的调查与分析.中国农业科技导报,2007(01)
19.时蓉华.主编：社会心理学词典.成都：四川人民出版社,1988.11
20.徐丽娟.重新认识马斯洛人类动机理论,科学划分现代消费者消费层次.物流技术,2008(06)
21.王志刚.食品安全的认知和消费决定：关于天津市个体消费者的实证分析.中国农村经济,2003(4)
22.汪崟,葛庆.消费者认知导向的整合设计观.2005年国际工业设计研讨会暨第十届全国工业设计学术年会论文集,机械工业出版社,2005(09)
23.许晶.转基因技术在美国和欧洲的认知及传播.前沿,2006(2)
24.徐思敏,崔晓.关于社会对转基因食品认识和态度的调查[J].中国集体经济,2008,(3)：24-25.
25.谢斯,米托.罗立彬译.消费者行为学管理视角.北京：机械工业出版社,2004.9
26.宣亚南,周曙东.关于消费者对转基因农产品认知的调查[J].中国人口资源与环境,2002(3)
27.杨军成.基于旅游者认知角度的西安文化资源开发研究.西北大学硕士学位论文,2007
28.叶敏,张波,平宇伟.消费者行为学[M].北京：北京邮电大学出版社,2007：355
29.张德亮.转基因作物经济研究综述.农业技术经济,2005,(4)：64-70
30.张国雄.转基因生物产品及其安全性综述.鄂州大学学报,Vol.11,No.4,2004
31.张玲.转基因食品发展及其影响因素研究.南京医科大学硕士学位论文,2007
32.赵兴绪.转基因食品生物技术及其安全评价[M].北京：中国轻工业出版社,2009
33.周峰.消费者对转基因食品的认识——态度及其因素分析.中国农业大学硕士学位论文,2003
34.钟甫宁,丁玉莲.消费者对转基因食品的认知情况及潜在态度初探——南京市消费者的个案调查.中国农村观察,2004,(1)：22-80
35. Angus Reid Group Inc. International awareness and perceptions of genetically modified foods. http://www.angus-reid.com/,1999
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