基于代购视角的洋奶粉消费行为影响因素分析  

Analysis of foreign milk powder consumer behavior and influence factors based on consignment-purchase perspective

作　　者：周静[1] 和梦琳 张慧静[1] 

机构地区：[1]沈阳农业大学经济管理学院,沈阳110161

出　　处：《中国乳品工业》2016年第4期42-45,共4页China Dairy Industry

摘　　要：根据消费者行为三因素理论,运用二元Logitic模型,以274份有效调查数据对当前消费者代购洋奶粉行为的影响因素进行分析。结果表明:月可支配收入、职业性质、对洋奶粉的了解程度、信任程度、亲朋建议、关注食品质量安全问题、代购方便性以及代购价格等因素对消费者代购洋奶粉行为影响显著,而消费者的受教育水平、对代购过程中的风险认知、关注婴幼儿新闻、对国产奶粉评价以及家里孩子个数和广告宣传等因素影响不显著。提高消费者对洋奶粉代购行为的认知水平,对消费者的代购行为进行正确的引导,稳定代购市场的健康有序发展,引导和鼓励国产婴幼儿奶粉企业创新和研发高端产品。Based on the current status of consignment-purchase behavior of foreign milk powder,according to the consumer behavior three factors theory and logistic model, 274 valid questionnaires datas are usd to analyze influencing factors of consignment-purchase behavior. The significant effect are disposable income, food-related jobs,understanding of foreign milk powder,trust of foreign milk powder,concerned about food safety issues,cecommend of relatives and friends,consignment-purchase convenience,consignment-purchase price. However,consumer education,risk perception,concerned about infants news,assessment of domestic milk,number of children and Advertising had no significant effect.Lastly,this acticle give suggestions：raise consumer awareness level of foreign milk powder consignment-purchase behavior, guide purchasing behavior of consumers correctly,stable consignment-purchase market healthy and orderly development, guide and encourage domestic infant formula companies innovate and develop high-end products.

关 键 词：洋奶粉 代购 影响因素 Logitic模型 

分 类 号：F713.55[经济管理—市场营销]