农产品质量安全危机下的无公害猪肉购买行为研究  

A Study on Buying Behavior of Non-pollution Pork in the Crisis of Quality and Safety of Agricultural Product

作　　者：张蓓[1] 黄志平[1] 文晓巍[1] 

机构地区：[1]华南农业大学经济管理学院,广州510642

出　　处：《商业研究》2013年第7期143-150,共8页Commercial Research

基　　金：国家哲学社会科学基金项目;项目编号:11CGL059;11BGL034

摘　　要：虽然消费者对猪肉质量安全普遍担忧,但无公害猪肉的实际购买力却较低。本文基于消费者行为理论,从个人因素、社会因素、文化因素、心理因素、产品因素和购买意愿六个维度,构建了无公害猪肉购买行为研究模型。通过对广州市"壹号土猪肉"购买行为的实证分析,结果表明家庭成员对消费者购买无公害猪肉的认同程度,消费者对无公害猪肉的信任程度,消费者对无公害猪肉的购买意愿和支付意愿是影响消费者对购买无公害猪肉购买行为的最显著因素;亲朋好友对消费者购买无公害猪肉的认同程度,消费者对无公害猪肉的了解程度和消费者对无公害猪肉色泽的认可程度是影响消费者对购买无公害猪肉购买行为的较显著因素;性别和文化程度是比较显著的人口统计学影响因素。Consumers are generally concerned about the quality and safety of pork, but the actual purchasing power for non -pollution pork is week. Based on the theory of consumer behavior, this paper builds a buying behavior model of non- pollution pork from six dimensions： the personal factors, social factors, cultural factors, psychological factors, product factorsand purchase intention. By empirically analyzing the buying behavior of ＂No. 1 Pork＂ in Guangzhou Cit- y, the results show that family members＇ identification degree, consumer＇s trust degree, purchase intention and willing- ness to pay for non - pollution pork, are the most prominent factors influencing consumers purchasing non - pollution pork. Relatives and friends＇ identification degree, consumer＇s understanding degree and recognition degree for color of non -pollution pork, are the more significant factors. Besides, sex and educational level are relatively significant demo- graphic factors.

关 键 词：无公害猪肉 消费者购买行为 LOGISTIC回归分析 

分 类 号：F326.3[经济管理—产业经济] F063.2