快餐消费者的消费行为心理及对营养的认知调查  

Research of cognition and psychology and behavior on consumption of Chinese and Western fast foods

作　　者：梁勇[1] 陈东华[1] 张永[2] 徐庆[2] 张新胜[2] 王觐[2] 于晓明[2] 张荣欣[2] 刘英华[2] 

机构地区：[1]解放军总医院南楼临床部,北京100853 [2]解放军总医院营养科,北京100853

出　　处：《武警医学》2015年第3期226-231,共6页Medical Journal of the Chinese People's Armed Police Force

基　　金：中国红十字会肯德基餐饮健康基金

摘　　要：目的：调查分析快餐消费者对快餐的营养认知、消费行为和消费心理情况，引导消费者正确处理快餐与日常正餐的关系。方法采用随机抽样的方法，选择北京地区中、西式快餐各3个品牌，每个品牌选择4家分店，采用入店访问式现场调查方法，数据处理采用频数分析法。结果共调查1722名，问卷合格率98．6％，选择中西式快餐的人群多为20～39岁者（68％），大多数消费者因为“口味喜欢”（66．4％）而选择快餐，且优选“优惠套餐”（48．2％），为了“省事方便”（64．3％）。消费快餐的频率多数是每月就餐1～2次（35．1％），多数优选“西式快餐店的中式食品”（60．3％），对中西式快餐店中的健康宣传语“偶尔看看”（55．9％），但多数认为起到了“警示和营养宣教的作用”（64．1％）。大多数消费者认为，媒体对西式快餐的报道未影响他们对西式快餐的正常消费（44．9％）；但中式快餐的负面报道却影响了消费者的正常消费（43．9％），理由多数是“影响健康”（37．9％）。快餐消费人群中体型正常者居多，但40岁以上者超重百分比大于20～39岁者。结论中西式快餐消费人群为20～39岁者，消费频率不高，多数因为“口味喜欢”而选择中式或西式快餐，基本不存在对中式或西式快餐食品安全误解的问题，对快餐店的营养健康宣传语持赞同态度，但如何处理快餐与正常餐的搭配问题，存在误区。Objective To investigate cognition and psychology and behavior on consumption of Chinese and Western fast foods and help consumers to keep their balanced diet.Methods Random sampling method was used to select the three brands of Chinese and Western fast food in Beijing area, and select four restaurants from each brand.Questionnaires were used in order to survey and the frequency was calculated for analysis.Results 1722 consumers were investigated and the passed rate of questionnaires was 98.6%. The most of the population choosing fast food were 20-39 years of age （68%）, the causes were ‘tastes agreeable’ （66.4%）, ‘fa-vourable set meal’ （48.2%）, and for“convenience” （64.3%）.The frequency of consumption of fast food was once or twice per month （35.1%）, most preferred‘Chinese food in Western fast food restaurant’ （60.3%）.Most of consumers （55.9%） ‘occasion-ally looked’ the phrase of health publicized in the restaurant, and considered it should be‘nutrition education’ （64.1%）.Media did not affect normal consumption of Western-style fast food for most consumers （44.9%）, but the negative reports of Chinese fast food af-fected the normal consumer spending （43.9%）, the causes were ‘changing healthy’ （37.9%）.Fast food consumption people who were≥40 years of age were overweight is greater than 20-39 years of age.Conclusions The most of the population choosing fast food are 20-39 years of age.The frequency of consumption is normal and people accept food safety and the phrase of nutrition education in the fast food restaurant.But there is a problem about how to keep the balanced diet.

关 键 词：快餐 中式快餐 西式快餐 知识-态度-行为 营养 

分 类 号：R151.2[医药卫生—营养与食品卫生学]