婴幼儿奶粉消费的原产国效应来源及其影响因素分析  

The source of origin effect of infant milk powder consumption and its influencing factors

作　　者：潘伟平 PAN Wei-ping(School of Economics and Management,Fuzhou University,Fuzhou,Fujian 350108,China)

机构地区：[1]福州大学经济与管理学院,福建福州350108

出　　处：《福建农林大学学报（哲学社会科学版）》2018年第5期49-55,共7页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

摘　　要：在文献回顾的基础上,对婴幼儿奶粉消费的原产国效应来源及其影响因素进行理论分析,并应用回归分析模型,基于福州地区的问卷调查进行实证研究。结果表明,绝大多数的消费者在选购的婴幼儿奶粉时受到原产国效应的影响,影响主要来源于原产国的奶粉行业政策、生态环境状况及经济发展水平。消费者对其选购婴幼儿奶粉越熟悉,原产国效应越小。消费者的品牌知名度偏好越强、售后保障偏好越强,则原产国效应越大,而年龄、性别等因素则对原产国效应影响不明显。在此基础上,提出以下建议:政府完善奶粉行业相关政策,注重奶牛生活环境质量;奶粉企业树立品牌形象,增强售后服务意识;消费者树立正确的消费观念。Based on the literature review and the 265 questionnaires in Fuzhou area, this article analyzes the source of origin effect of infant milk powder consumption and its influencing factors by using regression analysis model. Empirical results show that the vast majority of consumers in the purchase of infant milk powder are affected by the country of origin effect. The main source of influence is the milk powder country with milk powder industry policy, ecological environment and level of economic development. As consumers become more familiar with their purchase of infant milk powder, the effect of country of origin is smaller. The stronger of the consumer′s brand preference and the after-sales protection preference, the greater the effect of country of origin. But the factors of age, gender and other factors have no significant impact on effect of country of origin. On this basis, the following suggestions are put forward： the government should improve the relevant policies of milk powder industry, pay attention to the quality of dairy cows′ living environment; milk powder enterprises should establish brand image and enhance the awareness of after-sales service; consumers should establish a correct concept of consumption.

关 键 词：原产国效应 偏好 婴幼儿奶粉 

分 类 号：F20[经济管理—国民经济]