消费者对乳制品安全风险感知的实证研究

发布时间：2018-02-15 03:45

本文关键词： 乳制品安全消费者风险感知风险感知水平影响因素　出处：《江南大学》2013年硕士论文　论文类型：学位论文

【摘要】：乳制品安全是近年来国内消费者非常关心的问题。三聚氰胺‖事件后，消费者对国内的乳制品安全产生担忧，并且担忧水平并没有随着时间的推移而降低。目前消费者对国内乳制品仍处于较高水平的担忧状态，并且将对国产乳制品的信任转移到对进口乳制品的信任。事件发生后，中国乳制品进口量激增，同时出口量骤减，印度、阿根廷等国明令禁止中国乳制品的进口。本文从消费者对乳制品风险感知的角度，探究消费者对乳制品信任度的问题。通过2011年8月对全国消费者2400份的问卷调查，以及2012年8月对无锡消费者230份的问卷调查，利用定量研究的方法，研究消费者目前的乳制品消费习惯、对乳制品的购买选择因素、对乳制品的风险认知水平、对乳制品相关信息的需求、政府监管效能、风险感知影响因素等方面进行分析。利用主成分分析法，将影响乳制品风险感知的因素归结为情绪因子、个体缺乏控制感、政府失职三大类。通过逐步回归发现，，情绪因子共解释因变量风险感知水平的49.9%，个体缺乏控制感解释因变量的37%，政府失职解释因变量的7.7%。通过独立性样本T检验，单因素检验等方法归纳乳制品消费市场中人口统计量与风险感知水平之间，以及与风险感知三大主要影响因素之间的关系。研究结果表明，国内的城镇消费者已经养成日常生活饮用牛奶的习惯；购买选择乳制品时最重要的选择因素有：安全程度和新鲜程度；消费者目前对乳制品安全的风险感知仍处于较高水平；对食品安全信息，特别是信息源信任度高的信息源如：食品检测部门、政府、专家等公布的信息的需求量加大；同时，对信息需求扩展至对生产环节中信息的需求，对食品中添加物信息的需求；消费者对政府监管效能普遍持消极态度，认为政府监管措施只能使现状短时间内有一定程度的好转。消费者乳制品风险感知的主要影响因素是：情绪因子、个体缺乏控制感、政府失职。国内消费者的情绪因子主要关注的是对自身及家人健康的危及而产生的严重后果。个体缺乏控制感与政府失职都反映出消费者对牛奶安全无法控制的焦虑心情，需要国内构建风险交流机制疏导消费者的情绪。就乳制品消费市场中人口统计量与风险感知水平之间关系，研究结果显示，女性消费者的乳制品安全风险感知水平显著高于男性消费者；收入水平对风险感知的水平呈正向影响；年收入9万元以上的风险感知的水平要显著大于年收入在3万元以下的消费者；当家庭人口在4人以上时消费者对乳制品安全的风险感知水平较高；家中有需要抚养小孩的消费者的乳制品安全风险感知水平显著高于其他消费者。就以上研究结果，对中国的乳制品发展从风险交流、社会信任体系建设等方面给出相应的对策建议。
[Abstract]:The safety of dairy products has been a matter of great concern to domestic consumers in recent years. After the melamine incident, consumers are worried about the safety of domestic dairy products. And the level of concern has not decreased with the passage of time. At present, consumers are still in a high level of concern about domestic dairy products, and have shifted their trust in domestic dairy products to that of imported dairy products. After the incident, China's dairy imports surged and exports plummeted, with India, Argentina and other countries explicitly banning imports of Chinese dairy products. From the perspective of consumers' perception of dairy products' risk, this paper probes into the problem of consumers' trust in dairy products. Through a questionnaire survey of 2 400 consumers in China in August 2011 and 230 in Wuxi in August 2012, By means of quantitative research, this paper studies the consumer's current consumption habits of dairy products, the factors of purchasing dairy products, the level of risk awareness of dairy products, the demand for information related to dairy products, and the effectiveness of government supervision. By using principal component analysis, the factors affecting risk perception of dairy products are divided into three categories: emotional factors, individual lack of control, government dereliction of duty and so on. Emotion factor co-explains the risk perception level of dependent variable 49.9%, individual lack of control explains 37% of dependent variable, government dereliction of duty explains dependent variable 7.7. through independent sample T test, The single factor test is used to sum up the relationship between the demographics and the risk perception level in the dairy consumption market, as well as the three main influencing factors of the risk perception. The results show that the domestic urban consumers have formed the habit of drinking milk in their daily life, and the most important factors of choosing dairy products are: the degree of safety and the degree of freshness; At present, consumers are still in a high level of risk awareness of dairy products safety; the demand for food safety information, especially information sources with high trust, such as food inspection departments, governments, experts, and so on, is increasing; at the same time, The demand for information extends to the demand for information in the production process and the information for additives in food. Consumers generally have a negative attitude towards the effectiveness of government regulation. The main influencing factors of consumer dairy risk perception are emotional factors, individual lack of control, Government dereliction of duty. The emotional factors of domestic consumers are mainly concerned about the serious consequences of endangering their own health and that of their families. The individual sense of lack of control and the failure of the government both reflect consumers' anxiety about the safety of milk. Need to build a risk exchange mechanism to channel consumer sentiment. According to the relationship between population statistics and risk perception level in dairy consumption market, the results show that the dairy safety risk perception level of female consumers is significantly higher than that of male consumers; The income level has a positive effect on the level of risk perception, the level of risk perception with annual income above 90,000 yuan is significantly higher than that of consumers whose annual income is below 30,000 yuan. When the household population is more than 4 people, consumers have a higher risk awareness of dairy products safety, and consumers who need to raise children have a significantly higher risk awareness of dairy products than other consumers. On the basis of the above research results, the author puts forward the corresponding countermeasures and suggestions on the development of dairy products in China from the aspects of risk communication and social trust system construction.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F203;F426.82;F713.55

【参考文献】