Study on Consumers' Perceived Value of TCM Traceability System
10.3969/j.issn.1005-5304.2018.01.001
- VernacularTitle:中药材可追溯性的消费者感知价值研究
- Author:
xiong Hao YANG
1
;
ji Jia MA
Author Information
1. 北京工商大学商学院
- Keywords:
TCM;
traceability;
perceived value;
Logistic regression
- From:
Chinese Journal of Information on Traditional Chinese Medicine
2018;25(1):1-4
- CountryChina
- Language:Chinese
-
Abstract:
Objective To analyze the main factors influencing the consumers' perceived value of TCM traceability system. Methods Based on the existing literature, this study constructed the analysis model of consumer perceived value influencing factors, and used the data of 370 consumers and Logistic regression analysis for study. Results Consumers' cognitive value and perceived value of TCM traceability system were lower, and consumers' perceived value of TCM traceability system was affected by sex, income, consumption habit, cognition degree of TCM, and quality evaluation level. Conclusion The government should formulate policies for the characteristics of different consumers, strengthen publicity, popularize the knowledge of TCM traceability system, and promote the construction and development of TCM traceability system, so as to ensure the quality and safety of TCM.
