品牌、认证与消费者信任倾向——以有机牛奶为例  

Brand,Certification and Consumer Trust Tendency——A Case Study of Organic Milk

作　　者：尹世久[1] 王小楠[1] 吕珊珊[1] 

机构地区：[1]曲阜师范大学山东省食品安全治理政策研究中心,山东日照276826

出　　处：《华中农业大学学报（社会科学版）》2017年第4期45-54,共10页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金项目"消费者多源信任融合模型及政策应用研究"(71203122);国家社会科学基金重大项目"食品安全风险社会共治研究"(14ZDA069)

摘　　要：以山东省570个消费者样本为例,基于中欧比较视角,探究消费者对不同品牌或认证的有机牛奶的信任倾向,并运用结构方程模型分析了消费者信任的前因。结果表明,消费者个体特征、感知价值、有机食品知识及行业环境对消费者信任产生显著正向影响,而食品安全意识和信息交流对信任的影响较为复杂;消费者对中欧品牌或中欧认证的信任存在差异,形成前因也略有不同。提升公众消费信心,应着力于推动有机知识宣传普及、增加消费者体验以及强化行业监管,乳品企业应根据消费者中外品牌或认证信任的差异制定相应的营销策略。Based on 570consumer sample data in Shandong province,this paper first discusses the consumer trust tendency in different brands or certified organic milk on the basis of the comparative perspective of China and Europe,then uses the Structural Equation Model to study the antecedent cause of consumer trust.The result shows that consumers’own characteristics,perceived value,organic food knowledge and industrial environment had a significant positive effect on consumer trust,while the effect of food safety awareness and information exchange are comparatively complicated.Consumer trust in Chinese or European brands and Chinese or European certifications were different and the formation antecedent cause of consumer trust was also slightly different.Therefore,promoting the public consumption confidence should focus on pushing forward organic knowledge popularization,increasing consumers’experience and strengthening the industrial regulation,dairy companies should develop corresponding marketing strategies in accordance with the differences of consumer trust in Chinese and foreign brands or certifications.

关 键 词：品牌 有机认证 消费者信任 结构方程模型 信任前因 

分 类 号：F713.54[经济管理—市场营销]