The research on influencing factors of consumers choosing the signal of pork quality authentication

Basing on the 808 samples and using the method of binary logistic regression model, studied the influencing factors of consumers using the signal of pork quality authentication. The results indicate that most consumers are not using the signal of pork quality authentication, and the main affected factor is the understanding and trust degree to the signal. And other factors can be followed personal characteristics, enterprise brands, attention degree to safety and taste, geographical authentication marks, and the prices. The theory value of this paper is that constructing the model of consumer using the signal of pork quality authentication, and this can discuss the factors of consumer choice pork. The innovation is that the paper researches the signal of pork authentication signal form the angle of general pork, pollution-free pork, green pork and organic pork. At present there are few scholars do such research. This can promote the improvement and development for the authentication department in China.