品牌知名度和安全认证对猪肉消费行为的影响  

An Empirical Study of Effects of Brand Awareness and Safety Certification on Fresh Pork Consumption

作　　者：田金梅[1,3] 张秀娟[2] 麦健鹏[3] 丘瑞芸[3] 

机构地区：[1]复旦大学管理学院,上海210433 [2]中山大学管理学院,广东广州510275 [3]华南农业大学经济管理学院,广东广州510642

出　　处：《华南农业大学学报（社会科学版）》2013年第3期104-111,共8页Journal of South China Agricultural University(Social Science Edition)

基　　金：广东省自然科学基金(10451064201005388);广东省软科学项目(2012B070300048);广东省教育厅人文社科研究一般项目(2012WYXM_0012);广东省人文社科基地重大项目(2012JDXM-0012)

摘　　要：采用2×4阶乘情景实验法及多元协方差分析技术,研究生鲜猪肉的品牌知名度、质量安全认证对顾客感知安全、质量、尝试可能性和购买可能性的主影响和交互影响。研究结果表明,品牌知名度、安全认证对顾客感知的安全、质量、尝试可能性和购买可能性有主影响,也对尝试可能性有显著的交互影响。此外,顾客在广州的居住时间和顾客的受教育程度也是不可忽视的影响因素。This study adopts 2 × 4 factorial experimental design and MACOVA methods to examine the suggestiveness effects of brand awareness,safety certification on consumers’safety,quality perception,and willingness to try and buy on fresh pork.The results indicate that brand name and safety certification significantly affect perceived safety,quality and willingness to try and buy.These two extrinsic cues also have interactive effects on perceived safety and willingness to try.In addition,age,education level,and living time in Guangzhou also play important roles on pork consumption perception and purchase intention.

关 键 词：品牌知名度 安全认证 消费行为 生鲜猪肉 

分 类 号：F014.5[经济管理—政治经济学]