The purpose of this study was to examine the extent to which influencing factors impact the transference willingness of farmers. The research method is based on the survey data on transference willingness, and the binary logistic model was used to analyze the influencing factors. The results show that the educational level, annual household income, farm labor, and farmers' understanding of land transfer policy notably influence land transfer. Based on the results, suggestions include improving farmers' social security system, improving a sound market for rural land transfer, and deepening the promotion and explanation of land-related policies.

With the development of the economy and the continuous improvement of people’s living standards, consumers’ increasing demand for safe food has become an inevitable trend of social development. On the one hand, food safety is an urgent social problem needed to be solved in China. On the other hand, the food safety guarantee method based on a traceability system is popular. This paper systematically studies the influencing factors of consumers’ willingness to pay for the extra price of traceable pork in the Yanbian area through empirical analysis. The result showed that consumers’ attitude and subjective norms, and perceived behavior control, have significantly positively affect consumers’ willingness to pay the extra price. Meanwhile, consumers’ perceived risk of traceable pork significantly moderates the effect on consumers’ attitude and willingness to pay an extra price. The results can provide the corresponding reference for government agencies to formulate policies and provide valuable suggestions for enterprises to develop a pork traceability market to realize the development of a pork traceability system in the Yanbian area to ensure consumers’ food safety.

본 연구에서는 중국 길림성 연변 주 지역의 ‘연변황우’ 소비자 대상으로 설문조사를 실시하였음. 먼저 국내외 브랜드 인지 및 구매 의사에 관한 이론을 검토하고 소비자의 브랜드 인식 등의 이론을 바탕으로 연구 가설을 제시하였음. ‘연변황우’에 대한 소비자 구매 의사에 영향을 미치는 요인을 구축하여 분석을 실시하였음. 연구 결과 1. ‘연변황우’ 브랜드 이미지는 소비자의 구매 의사에 긍정적인 영향을 미치며 소비자의 ‘품질 감지’ 요인에 정(+)의 영향을 미침. 2. ‘위험 감지’ 요인에는 부(-)의 영향을 미침. ‘품질 감지’ 요인은 ‘연변황우’ 구매 의사에 긍정적인 영향을 미침. 3. ‘연변황우’의 브랜드 이미지 관리를 강화해야하며 이는 브랜드의 연구관련에 새로운 분야 탐색에 중요한 의의가 있음.

This paper is based on field survey data and applies it to the logistic model to analyze consumers' online shopping intention to buy fresh produce. According to the total effect of online shopping intention, it was revealed that consumers' age, educational level, and monthly household income significantly influence willingness to buy fresh produce online. The product quality, price and brand name were the main factors affecting consumers' willingness to buy fresh produce online. The customer service quality, payment security, and logistics quality significantly also affected consumers' willingness to buy fresh produce online. In conclusion, it is important for vitalizing online sales of fresh produce to ensure the quality, use well-known brand name, and improve logistics service and e-commerce platforms.