消费者水产品质量安全支付意愿影响因素分析——以湖南娄底市城镇居民为例

论文通过对湖南娄底市消费者问卷调查数据，并利用SPSS统计分析软件对影响消费者水产品质量安全支付意愿的变量进行研究分析，结果显示：消费者的受教育程度、性别、家庭月收入、每月农产品花费、年龄因素对消费者水产品质量安全支付意愿有较大影响，但消费者受教育程度、性别与支付意愿呈负相关关系。并在此基础上提出相关建议：加大对水产品质量安全知识的宣传和普及；加大对认证水产品的补贴；在超市和农贸市场做好定点宣传和推广工作；制定切实可行的可追溯安全水产品营销战略。

The factor analysis to the willingness to pay of quality and safety aquatic products as an example of Hunan loudi consumers

According to the HuNan Loudi consumer＇s questionnaire survey data, using SPSS statistical software analysis the consumer＇s willingness to pay of aquatic products＇ safety, the result shows： the consumers＇ level of education, gender, family income, monthly cost of agricultural products, age factors has a great influence on the consumers＇ quality and safety of aquatic products willingness to pay, but consumers＇ level of education, gender, negatively related with the willingness to pay. then put forward relevant Suggestions： increasing of aquatic products quality security knowledge propaganda and popularization; Increasing subsidies for certification of aquatic products; In the supermarket and farmer＇s market to do a good job of fixed-point propaganda and promotion; Traceability of formulate feasible safety of aquatic products marketing strategy.