品牌、认证与消费者信任倾向——以有机牛奶为例

发布时间：2018-01-23 11:00

本文关键词： 品牌有机认证消费者信任结构方程模型信任前因　出处：《华中农业大学学报(社会科学版)》2017年04期 　论文类型：期刊论文

【摘要】：以山东省570个消费者样本为例,基于中欧比较视角,探究消费者对不同品牌或认证的有机牛奶的信任倾向,并运用结构方程模型分析了消费者信任的前因。结果表明,消费者个体特征、感知价值、有机食品知识及行业环境对消费者信任产生显著正向影响,而食品安全意识和信息交流对信任的影响较为复杂;消费者对中欧品牌或中欧认证的信任存在差异,形成前因也略有不同。提升公众消费信心,应着力于推动有机知识宣传普及、增加消费者体验以及强化行业监管,乳品企业应根据消费者中外品牌或认证信任的差异制定相应的营销策略。
[Abstract]:Taking 570 samples of consumers in Shandong Province as an example, this paper explores consumers' trust tendency to different brands or certified organic milk from the perspective of China-Europe comparison. The structural equation model is used to analyze the antecedents of consumer trust. The results show that consumer's individual characteristics, perceived value, organic food knowledge and industry environment have a significant positive impact on consumer trust. The impact of food safety awareness and information exchange on trust is more complex; Consumer trust in CEIBS brands or CEIBS certification is different, and the reason is also slightly different. To enhance public consumer confidence, we should focus on promoting the spread of organic knowledge. To increase consumer experience and strengthen industry supervision, dairy enterprises should formulate corresponding marketing strategies according to the differences between Chinese and foreign brands or certification and trust.
【作者单位】：曲阜师范大学山东省食品安全治理政策研究中心;
【基金】：国家自然科学基金项目“消费者多源信任融合模型及政策应用研究”(71203122) 国家社会科学基金重大项目“食品安全风险社会共治研究”(14ZDA069)
【分类号】：F273.2;F426.82
【正文快照】： 食品安全是世界性难题,发展中国家更是饱受困扰[1]。由于正处于经济体制深刻变革、利益格局深度调整的历史时期,现阶段我国食品安全风险尤为严峻。以“三聚氰胺事件”为开端,屡屡曝出的行业性丑闻,使得乳品行业成为食品安全风险的重灾区[2]。我国消费者对“洋品牌”乳品开始表

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