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()20094(8)JOURNALOFSOUTHCHINAAGRICULTURALUNIVERSITY(SOCIALSCIENCEEDITION)No.42009(Vol.8):2009-03-18:(70773056/G0305):(1966),,,,.1,2,1(1.,215008;2.,21000):,2008t:,;,;;:;;:C913.33:A:1672-0202(2009)04-0035-08,,2008(SM),,SM[1],,[2],:SM,,SM,?SM,??SM,?()SM,,(),:,20081025-26,SMSM,(),()()1263,8,()(SM),,450,427,,408()11%%63.212.036.82-470.82011.8527.220-2946.15002.230-3921.8500100010.840-4912.51000200026.7607.92000500038.73.75000-1000014.522.3100007.1()30.6(18)40.428.959.614.536.363.7:()()SM,30(),,SM,,SM,,10,,,:()SM,SM(,)(2),,SM63()42SM,:%50%10.328.923.337.510016.228.319.535.81006.929.225.338.5100:=/;,()4217%;2218%;1519%,;1816%()SM,,,4311%1;4219%68,8,SM,()()SM,(SMSM)1.SM(),,SM,,8111%SM,4412%t(3):SM,SM0196(),(0105),SM,3SM,tMeanStd.DeviationStd.ErrorMeantSig2-tailedASCORE-BSCORE-0.96311.23170.0611315.7540.000ACERN-BCERN0.56371.28910.63828.8330.000:BSCOREASCORE,;BCERNACERN,,,SM,(),SM,1916%,,3810%,t(3),SM0105,SM,,,(),SM,SM,,SM,8912%,734,,:;8915%SM,6116%6517%t(4),SM,SM()018775019608(,)5%4,tMeanS.DStd.ErrorMeantSig2-tailedANKTRUST-BNKTRUS-0.87751.23210.0610014.30.000ABRDTRUST-BBRDTRUST-0.96081.28630.636815.00.000:BNKTRUSTANKTRUSTSM;BBRDTRUSTABRDTRUSTSM,SM,,,,,[3],SM,,:():SM,,SM,,maxu=u(q(x),m(x),)(1)stpq+m=yq()0,m()0,q(),m(1),x,(),,p,y,q()0,m()0[4-7](1)(Marshalliandemandfunctions),,qm,(2)q0q1m0m1,(q0,m0)E(Y),Y(q0,m0),Y=1,Y=0,:E(Y)=prob[u3(q0(x),m0(x),)u(q1(x),m1(x),)](2)SMSM[8-10],(2)()x,(DichotomousModel);BHV=(0+1X)+1(3)BHVSM,,1,BHV=0XprobitLogitSM()[2,11-12],(3)X83()4:BHV=(0+1INC+2AGE+3EDU+4POPU+5STRC+6GENDER+7FEAR+8GOVLMT+9GOVRPT+10FIRMRPT+11REDS+)(4),BHVSM,SM,,1,BHV=041.,SM,,,();,,EDU,,SM,[13],,;,,INCSM:SM,;;;,REDS(),,SM,,,SM,STRC,(),,,,GENDER,,,,POPU2.,,;,,[11]()()[13,14],:(FEAR)(GOVLMT)(GOVRPT)(FIRMRPT),,,,FEARGOVLMTGOVRPTFIRMRPT()probitLogit,6ProbitLR(2515887);McFaddenR2=01295;50-50probit72153%,probit934,,:5SDBHVSM,SM,BHV=0;BHV=10.9020.35FEAR,:1,51.8381.00GOVLMT,:1,53.2050.95GOVRPT,:1,53.1390.99FIRMRPTSM,,:1,52.9161.02GENDER,GENDER=0;GENDER=10.6710.55AGE20,AGE=1;20-29,AGE=2;30-39,AGE=3;40-49,AGE=4;50,AGE=52.6271.20INC1000,INC=1;2000-5000,INC=2;5000-10000,INC=3;10000,INC=43.7371.12EDU,EDU=1;EDU=2;()EDU=3;EDU=4;EDU=53.2911.09POPU1,POPU=1;2-4,POPU=2;4,POPU=32.2520.47STRC18,=0;=10.5950.49REDS,=0;=10.6370.48ProbitFEARGOVLMTGOVRPTREDS5%FEAR,,GOVLMT0,,,GOVLMT3121,,GOVRPT0,5%,,,GOVRPT3113,,FIRMPRT,,,,,,,FTRMRPT21916(3),1102,,:REDS,5%,,SM,,SM,,,GENDERPOPUSTRCTEDUINC10%SM,,,SM04()46probitLogitPROBITMODELLOGITMODELZPROBZPROBC1.89242.68350.00733.59702.48000.0131FEAR-0.2165-2.60140.0093-0.3975-2.63670.0084GOVLMT-0.0196-2.17650.0598-0.0409-2.18850.0505GOVRPT-0.1864-1.64680.0996-0.3967-1.79930.0720FIRMRPT0.03000.30840.75780.08550.46100.6448GENDER0.03220.19700.84380.08650.27880.7804AGE-0.0935-1.25530.2094-0.1798-1.22270.2214EDU0.11641.35240.17620.22721.34400.1789INC-0.0379-0.45130.6517-0.0646-0.41320.6794POPU-0.0415-0.22030.8256-0.0578-0.16210.8712STRC-0.0007-0.00390.9968-0.0467-0.13090.8958REDS0.62053.26840.00111.21663.31790.0009Iterations44LRstatistic25.588726.4173McFaddenR20.2950.298Correctpredictions72.53%75.39%,Logit6LogitLR26141,Mc2FaddenR201298,75139%Logitprobit,408SM:(1)SM,,,SM,(2)SM(),(),SM(3)SM,(8915%),5918%:8(4),,REDSSM,SM,(),SM,,SM,,,,,,,,()144,,::[1],.[J].,2006,(4):50-54.[2].[J].,2004,(11):44-52.[3]KREPS,WILSONR.ReputationandImperfectInformation[J].JournalEconomicsTheory,1982,(27):253-279.[4]DEATONA,MuelbauerJ.EconomicsandConsumerBehavior[M].CambridgeUniversityPress,1991.[5]POLLAKRA,WALESTJ.DemogrphicVariablesinDemandAnalysis[J].Econometrics,1981,(49):1533-1551.[6]GREENEWH.EconometricAnalysis[M].Prentice-HallInternational,1997.[7]THOMPSONGD,KIDWELLJ.ExplainingtheChoiceofOrganicProduce:CosmeticDefects,Price,andConsumerPreference[J].AmericanJournalofAgricultureEconomics,1998,(80):277-287.[8]MADDALAGS.Limited-DependentandQualitativevariablesinEconometrics[M].CambridgeUniversityPress,1983.[9]HANEMANNWM.WelfareEvaluationsinContingentValuationExperimentswithDiscreteResponse[J].AmericanJournalofAgricultureEconomics,1984,(66):332-341.[10]SHIHML.AStudyonPotentialAcceptanceofElectronicTradingbyHogTradersinTaiwanArea[D].NationalChung-HsingUniversity,1987(inChinese).[11]BAUERR.ConsumerBehaviorasRiskTakingInD.Cox(ed.),RiskTakingandInformationHandlinginConsumerBehavior[M].HarvardUniversityPress,1967.[12],.[M].:,2008.[13]KNIGHTAJ,WARLANDR.DeterminantsofFoodSafetyRisks:AMulti-disciplinaryApproach[J].RuralSociolo2gy,2005,(70):253-275.[14]YEUNGRM,MORRISJ.ConsumerPerceptionofFoodRiskinChickenMeat[J].Nutrition&FoodScience,2001,31(6):270-278.ConsumerAttitudetoFoodSafetyandChangeofConsumptionBehaviorCHENGPei2gang1,ZHOUYing2heng2,YINZhi2yang1(1.DepartmentofEconomicsandTrade,SuzhouPolytechnicInstituteofAgriculture,Suzhou215008,China;2.CollegeofEconomicsandManagement,NanjingAgricultureUniversity,Nanjing,China,21000)Abstract:ThispaperexaminedtheconsumersresponsetoSANLUpowderedmilkevent(SM)occurringintheearlyfallof2008throughthequestionnairesurveydistributedthroughoutSuzhou.ThepairsampleT2testresultindicatedthat,afteramonthofSMtheconsumersco