基于因子分析的乳制品消费者质量安全信任研究  

Consumer Confidence of the Quality Safe in Dairy Products Based on Factor Analysis

作　　者：王旭[1] 方虹[1] 张芳[1] 彭博[1] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191

出　　处：《数学的实践与认识》2016年第16期69-77,共9页Mathematics in Practice and Theory

基　　金：国家自然科学基金(71273022;71420107025);北京市哲学社会科学规划项目(12JGB061);北京市教育科学规划课题(AAA12007);北京市社会科学基金重大项目:气候变化与国际贸易协同发展研究(15ZDA49)

摘　　要：消费者对乳制品质量安全信心,既是重大的民生问题,也是重大的经济社会问题.乳制品安全关系到消费者的健康,近年来我国乳制品安全事件频发,极大地影响了国内消费者的信心,也使乳制品行业受到重创.以我国大部分省市的消费者为研究对象,以消费者信任、行为等相关理论为依据,采用问卷调查的方式采集数据,对回收的有效问卷,通过信度、效度、消费者特征分析和因子分析方法,对我国目前乳制品消费者质量安全信任水平进行测度与分析.研究表明:企业品牌形象、产品质量口感、产品包装、消费者对食品安全的信任、感知价值与满意度等因素对乳制品消费者质量安全信任水平的影响较大;总体来说,我国消费者对于乳制品的信心偏低.针对目前我国乳制品质量安全的实际情况,从社会各主体角度出发,提出了乳制品消费者质量安全信任提升的对策建议.The consumer confidence of quality safe in dairy products are problems of both social livelihood issues and economic issues. Dairy products safety is related to the health of consumers tightly. The security incident of dairy products happens frequently in recent years in our country, and it injured the domestic consumer confidence and took the dairy industry a hit.Basing on consumer confidence, consumer behavior and other related theories, we designed and collected questionnaires from 21 provinces. We use the data collected from the valid questionnaires to measure and analyze the consumer confidence level of the quality and safety in dairy products at present. The methods we used include the analysis of questionnaire reliability and validity and the factor analysis. With the results, we conclude that the consumer confidence in dairy productsis low as a whole.The product quality, product packaging, perceived value and satisfaction, trust of food safety andenterprise brand image are the biggest influence factors of consumer confidence. Aimed at the practical situation, we put forward some countermeasures and suggestions from different perspectives to improve consumer confidence of the quality and safety in dairy products at the end of the paper.

关 键 词：乳制品 质量安全 消费者信心 因子分析 

分 类 号：F426.82[经济管理—产业经济] F273.2