禽流感风险感知情景下冰鲜鸡消费者决策研究——基于认知和情感机制的作用分析

发布时间：2018-03-20 00:11

本文选题：冰鲜鸡　切入点：消费者　出处：《农业现代化研究》2017年05期 　论文类型：期刊论文

【摘要】：推广冰鲜鸡是有效预防禽流感、保障食品安全的重要策略,然而,当前冰鲜鸡面临市场推广难的困境。基于广东省6个市392位消费者的调查数据,运用主成分分析、信度分析、效度分析和结构方程模型方法,分析认知因素和情感因素对冰鲜鸡消费者购买动机的影响,探讨其影响机理及风险感知的调节效应。结果表明,消费者购买冰鲜鸡的动机受质量安全性、保鲜度、口感和创新性的积极影响,其中口感的影响最大。习惯会负面影响冰鲜鸡的购买动机,而消费者是否愿意购买冰鲜鸡与溢价没有显著的关系。个体特征因素中收入和学历会对消费者购买冰鲜鸡的动机有积极作用,但年龄对购买动机有消极的作用。当消费者风险感知高时,保鲜度、口感、质量安全性和创新性对冰鲜鸡购买动机的正向作用会增强,而习惯对购买动机的负向作用会减弱。因此,亟须加强冰鲜鸡冷链冷藏体系建设,提高冰鲜鸡的保鲜度;规范冰鲜鸡生产加工流程,加强冰鲜鸡质量安全监管;提高消费者对冰鲜鸡口感的认可度,培养冰鲜鸡消费者习惯;拓展冰鲜鸡销售渠道,推进冰鲜鸡营销宣传。
[Abstract]:The promotion of chilled chicken is an important strategy to effectively prevent avian influenza and ensure food safety. However, chilled chicken is facing the difficult situation of market promotion. Based on the survey data of 392 consumers in 6 cities of Guangdong Province, principal component analysis and reliability analysis are used. Validity analysis and structural equation model were used to analyze the effects of cognitive and emotional factors on the purchasing motivation of chilled chicken consumers. Consumers' motivation to buy chilled chicken is positively affected by quality and safety, freshness, taste and innovation. However, whether consumers are willing to buy chilled chicken has no significant relationship with premium. Income and education among individual characteristics have a positive effect on consumers' motivation to buy chilled chicken. However, age has a negative effect on purchasing motivation. When consumers' risk perception is high, the positive effects of freshness, taste, quality, safety and innovation on purchasing motivation of chilled chicken are increased. Therefore, it is urgent to strengthen the construction of cold chain refrigeration system of chilled chicken, to improve the freshness degree of chilled chicken, to standardize the production and processing process of chilled chicken, and to strengthen the quality and safety supervision of chilled chicken. Improve consumers' recognition of chilled chicken taste, cultivate chilled chicken consumer habits, expand chilled chicken sales channels, promote chilled chicken marketing propaganda.
【作者单位】：华南农业大学经济管理学院;
【基金】：国家自然科学基金青年项目(71503085,71501078);国家自然科学基金重点项目(71633002)~~
【分类号】：F323.7;F713.55

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