摘要
I
摘要
农村是全国食品制造和加工的源头，近年来频发的食品安全事件，损害了农村消费
者对食品安全的信心，致使农村食品安全问题成为目前我国重大公共安全难题之一。一
些不法商贩利用农村消费者获取信息渠道狭窄，在食品安全信息上明显处于劣势的弱
点，隐瞒相关信息或传递信息偏差。因此，有必要从我国农村食品安全治理的现实问题
出发，基于信息不对称的背景找寻破解农村食品安全困境的有效方法。

本研究依据消费者行为理论、Fishbein 合理行为模型等理论与方法，全面梳理农村
食品安全消费中信息不对称行为、消费者食品安全消费的行为表现、消费者食品安全消
费决策行为影响因素等方面的研究动态。在充分界定食品安全、农村食品安全及其沙漠
效应的概念基础上，系统论述了信息不对称背景下中国农村消费者特有的决策行为模
式，从而深层次探究农村消费市场的一般特点和规律。为加强研究结论的信度和效度，
本研究采用 Fishbein 合理行为模型构建农村消费者食品安全消费决策行为模型，利用实
地调查数据分析信息不对称背景下农村消费者食品安全消费决策行为的影响因素及其
作用路径，解释当前农村食品安全消费的产生动力与本源，归纳出阻碍食品安全消费环
境形成的根本原因。

通过系统而深入的研究发现：信息不对称指标体系可分为信息搜寻、信息认知、消
费者预期、风险感知四个维度。这四个维度彼此独立，通过影响消费者行为态度和主观
规范影响消费者安全消费的意向，进而直接或间接地影响消费者安全消费行为。其中，
政府公开发布的食品安全信息、消费者的信息认知水平、消费者的风险感知能力、所掌
握的食品安全信息、对于安全食品高价格属性的认可程度等因素对于农村消费者食品安
全消费行为均有显著的正向影响。政府应着重完善信息披露制度，建立高效的食品安全
信息传递机制，增大对企业的监督检查力度，促进消费侧结构性改革，形成良好的社会
共治氛围。

关键词：农村消费者；食品安全；消费者行为；信息不对称Abstract
III
Abstract
Rural areas are the source of national food production and processing in the country. In
recent years, the frequent occurrence of food safety incidents has damaged the confidence of
rural consumers in food safety, which leads to the rural food safety problem as one of the
major public problems in our country. Taking advantage of information channels narrow and
lack of information of rural consumers, some unscrupulous traders provide the conceal
information or wrong information to consumers. Therefore, it is necessary to put forward an
effective solution to solve the rural food safety dilemma in the context of information
asymmetry.
On the basis of consumer behavior theory and fishbein model, the paper has a
comprehensive study about the asymmetric information of food safety in rural areas, the
behavior of consumers&39; food safety consumption and the factors affecting consumer’s food
safety consumer behavior. In the basis of fully defining the food safety, rural food safety and
food desert effect, this paper makes a systematic exposition of the unique behavior pattern of
rural consumers in China under the condition of asymmetric information, so as to explain the
general rules and characteristics of rural consuming market in China. In order to enhance the
reliability and validity of research conclusion, this study construct the food safety consuming
behavior model of rural consumer by fishbein model, using survey data analysis of
influencing factors and the action path in the information asymmetry. This paper explains the
motive force and source of food safety consumption in rural areas and summarizes the main
factors that hinder the formation of food safety consumption environment.
Through the systematic and in-depth study, we found that the information asymmetry
system can be divided into four dimensions: information search, information awareness,
consumer expectation and risk perception. These four dimensions are independent of each
other and directly affect the consumer&39;s intention of safe consumption through consumer
behavior and subjective norms, and then directly or indirectly affect the consumer safety
behavior. Among them, the factors such as government&39;s published food safety information,
consumer information awareness level, consumer risk perception ability, grasp of food safety
information, for high price attribute recognition and other factors have positive impact on the
food safety of rural consumers. The government should strive to improve the information
disclosure system, establishing an effective transmission mechanism for food safety
information, increasing the supervision and inspection of the manufacturers, promoting the
structural reform of consumption side to become a good social co-governance.Abstract
IV
Keywords: Rural consumers; Food safety; Consumer behavior; Information asymmetry目录
V
目录
摘要..... I
Abstract.III
目录....V
第一章 绪论.....1
1.1 研究背景..........1
1.1.1 消费者搜寻安全食品的信息成本压力引致市场失灵...........1
1.1.2 农村消费者食品安全消费意愿缺失推动沙漠效应...2
1.2 研究目的与意义..........2
1.2.1 研究目的...........2
1.2.2 研究意义...........2
1.3 国内外研究现状梳理与动态评述......3
1.3.1 农村食品安全消费中信息不对称的研究.......3
1.3.2 消费者食品安全消费的行为表现研究...........3
1.3.3 消费者食品安全消费决策行为的影响因素...4
1.3.4 当前研究的动态评述...5
1.4 研究的主要内容..........5
1.5 研究的思路与方法......6
1.5.1 研究思路...........6
1.5.2 研究方法...........6
1.6 论文可能的创新点......7
第二章 相关概念界定和理论基础.....9
2.1 相关概念界定..9
2.1.1 食品安全...........9
2.1.2 农村食品安全...9
2.1.3 食品安全消费的沙漠效应.....10
2.2 消费者行为理论及其应用....10
2.2.1 消费者的决策过程.....10
2.2.2 合理行为理论模型.....11
2.2.3 消费者行为理论在本研究中应用....