可追溯婴幼儿配方乳粉的消费者行为研究

发布时间：2018-09-05 17:55

【摘要】：婴幼儿配方乳粉质量安全不但涉及婴幼儿的生命健康,而且关系到社会稳定,在和谐社会建设中具有基础性的作用。近年来,我国婴幼儿配方乳粉安全事故频繁发生,已经引起社会各界的普遍关注。从2015年10月起,我国推行了婴幼儿配方乳粉的强制溯源政策。作为可追溯婴幼儿配方乳粉的使用主体,消费者(最终消费者是婴幼儿,而本文指婴幼儿配方乳粉的购买者)是推动婴幼儿配方乳粉可追溯系统实施的关键力量之一,消费者对可追溯婴幼儿配方乳粉的认知、需求和支付意愿直接影响婴幼儿配方乳粉可追溯政策的实施效果。鉴于研究消费者行为在中国婴幼儿配方乳粉可追溯系统建设进程中的重要意义,本文以我国对婴幼儿配方乳粉实行强制溯源政策为背景,全面研究可追溯婴幼儿配方乳粉的消费者行为。在调查问卷的基础上,本文分析消费者对可追溯婴幼儿配方乳粉的认知、需求,测算消费者在不同可追溯信息下对婴幼儿配方乳粉的支付意愿,并提出完善可追溯婴幼儿配方乳粉相关管理的对策建议。本文主要包含的四个部分:第一部分在对现有国内外文献进行回顾分析后,确立了本文的研究内容与研究方法,并对我国可追溯婴幼儿配方乳粉的现状及可追溯对婴幼儿配方乳粉消费者行为的影响进行分析。第二部分在问卷调查的基础上,对可追溯婴幼儿配方乳粉的消费状况进行描述性分析。分析结果显示:大多数被调查者对可追溯婴幼儿配方乳粉缺乏了解,并对可追溯婴幼儿配方乳粉持不信任的态度;比较而言,消费者最希望由政府提供婴幼儿配方乳粉质量安全信息;网络、电视、广播是消费者获取婴幼儿配方乳粉可追溯信息的最为主要的渠道,同时在可追溯信息的查询方式上,消费者更偏好电子信息查询方式。第三部分利用二元Logistic回归模型,分析影响消费者可支付意愿的因素,并测算出在不同可追溯信息条件下,消费者对婴幼儿配方乳粉的支付意愿。分析结果表明:消费者对可追溯系统的认知、对安全信息需求度、家中是否有小孩以及婴幼儿配方乳粉的价格是影响消费者对可追溯婴幼儿配方乳粉支付意愿的显著因素。婴幼儿配方乳粉具有的追溯信息越为详细,则消费者愿意为其支付的价格越高。其中消费者对具有完整可追溯信息的婴幼儿配方乳粉的支付意愿最高,是29.9%;对其他三类具有不完整信息的婴幼儿配方乳粉的支付意愿分别为14.1%、13.8%、11.3%,并随着可追溯信息的减少,消费者的支付意愿依次降低。第四部分从政策和消费者两个层面,提出完善我国可追溯婴幼儿配方乳粉相关管理的对策建议。在政策层面,应健全电子溯源系统;细化可追溯信息的具体要求;加大可追溯功能的宣传力度;保障消费者信息的安全。在消费者层面,应提升信息搜索的意识和能力;提高追踪和维权意识。
[Abstract]:The quality and safety of infant formula milk powder is not only related to infant's life and health, but also related to social stability and plays a fundamental role in building a harmonious society. The compulsory traceability policy of milk powder. As the main body of traceable infant formula milk powder, consumers (the ultimate consumer is the infant, and this article refers to the infant formula milk powder purchaser) is one of the key forces to promote the implementation of infant formula milk powder traceability system. Consumers'cognition, demand and demand for traceable infant formula milk powder. Willingness to pay has a direct impact on the implementation of traceability policy for infant formula milk powder. In view of the importance of consumer behavior in the development of traceability system for infant formula milk powder in China, this paper studies the traceability of infant formula milk powder on the background of compulsory traceability policy for infant formula milk powder in China. Based on the questionnaire, this paper analyzes the consumers'cognition and demand for traceable infant formula milk powder, calculates the consumers' willingness to pay for infant formula milk powder under different traceable information, and puts forward the countermeasures and suggestions to improve the management of traceable infant formula milk powder. Part I: After reviewing and analyzing the existing literature at home and abroad, this paper establishes the content and research methods of this study, and analyzes the current situation of traceable infant formula milk powder in China and the impact of traceability on consumer behavior of infant formula milk powder. The results showed that most of the respondents were lack of knowledge about traceable infant formula milk powder and had no confidence in traceable infant formula milk powder. It is the most important channel for consumers to obtain the traceability information of infant formula milk powder. At the same time, consumers prefer electronic information inquiry in the way of traceability information. The results show that: consumer's awareness of traceability system, demand for safety information, whether there are children at home and the price of infant formula milk powder are the significant factors affecting consumer's willingness to pay for traceable infant formula milk powder. The more detailed the retrospective information is, the higher the price consumers are willing to pay for it. The highest willingness of consumers to pay for infant formula powder with complete retrospective information is 29.9%; the willingness to pay for the other three types of infant formula powder with incomplete information is 14.1%, 13.8%, 11.3%, respectively, and with the retrospective letter. The fourth part puts forward the countermeasures and suggestions to improve the management of traceable infant formula milk powder in China from the policy and consumer levels. At the consumer level, we should enhance the awareness and ability of information search, and enhance the awareness of tracking and rights protection.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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