消费者对高端猪肉的购买行为及其影响因素分析——基于北京市的实地调研  

Analysis on Consumer Behavior of Purchasing High-end Pork and Its Influencing Factor: Based on Spot Investigation in Beijing

作　　者：乔娟[1] 刘增金[1] 王道政[1] 

机构地区：[1]中国农业大学经济管理学院,北京100083

出　　处：《技术经济》2013年第6期104-110,共7页Journal of Technology Economics

基　　金："现代农业产业技术体系北京市生猪产业创新团队"产业经济研究项目的部分成果;国家自然科学基金项目"基于供应链的中国食品追溯体系激励与监管机制研究"(70873124);国家自然科学基金项目"基于质量安全的畜产食品产业链优化机制研究"(70973123)的部分成果

摘　　要：利用来自针对北京市消费者的378份调查问卷的数据,运用Logistic回归模型,分析消费者对高端猪肉的购买行为及其影响因素。研究结果显示:三分之一的被调查者购买过高端猪肉,其中多数人的月平均购买量不超过10斤;整体来说,质量安全更有保证是人们购买高端猪肉的首要原因,价格太高是人们不购买的首要原因;家庭月平均收入、品牌、价格、性别等显著影响消费者是否购买高端猪肉;家庭月平均收入、学历、"五花肉"、高端猪肉认知水平、高端猪肉认知内容等显著影响消费者对高端猪肉的购买数量。最后提出相关对策建议。Using the data from 378investigation questionnaire about the consumers in Beijing,this paper analyzes consumer behavior of purchasing high-end pork and its influencing factors with Logistic regression model.The results indicate as follows：one-third respondents bought highend pork,and monthly average purchasing amount of most of the respondents does not exceed 5kg;overall,quality and safety are the primary reason causing people buy high-end pork,while high price is the primary reason causing people not buy high-end pork;family income level,brand,price and gender influence significantly consumer behavior of whether to buy high-end pork or not;family income level,education level,streaky pork and the cognition to high-end pork influence significantly consumers’purchase quantity of high-end pork.Finally,it puts forward some suggestions.

关 键 词：高端猪肉 猪肉消费 购买行为 影响因素 

分 类 号：F326.3[经济管理—产业经济] F274F224