青岛市消费者安全海洋水产养殖品消费决策研究  

A Study on Consumer Decision Making of Marine Aquaculture Products in Qingdao

作　　者：徐敬俊[1] 周丽[1] 韩立民[1] 权锡鉴[1] XU Jing-jun;ZHOU Li;HAN Li-min;QUAN Xi-jian(College of Management,Ocean University of China,Qingdao 266100,China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《广东海洋大学学报》2017年第2期18-28,共11页Journal of Guangdong Ocean University

基　　金：国家社科基金重大项目(14ZDA040)

摘　　要：以青岛市为样本,研究消费者对安全海洋水产养殖品消费决策行为,AMOS17.0软件模拟分析的安全海洋水产养殖品消费行为结构方程模型结果显示:个体特征对消费行为的影响不显著,但消费者的收入水平与家庭成员人数对安全海洋水产养殖品的消费决策不容忽视;消费者对所购水产品的经验积累、对水产品药物残留安全的认知、对政府"菜篮子"工程的认可以及对卖家口碑的了解,对安全水产品认知水平具有重要影响;购买地点的固定性与追求营养健康是安全水产养殖品消费动机形成的重要影响因子;在其他影响因子不变情况下,购后评价每增加1个标准单位,其对下一次购买的认知水平和消费动机将增加0.89和0.56个标准单位。By using the empirical data from consumers in Qingdao,the consumer behavior of consuming decision making of safe marine aquaculture products was studied by simulation analysis of structural equation model software amos17.0.The results showed that influence of individual characteristics on consumer behavior is not very significant,but consumer's income level and number of family members can not be ignored in the safety of marine aquaculture products consumption decision;consumers experience accumulation of the purchase of aquatic products,safety cognition,such as drug residues of aquatic products and government"food basket"project recognition and the reputation of the seller's understanding to the cognitive level of the safety of aquatic products have important influence;the fixed location of pursuing and the idea of healthy life are also important factors for the formation of important safety aquatic farming products consumption motivation.In the case of other factors unchanged,after the purchase,the evaluation of each increase in a standard unit,the next purchase of the cognitive level and consumer motivation will be0.89and0.56units.

关 键 词：食品安全 海洋水产养殖品 消费行为 消费决策 结构方程 

分 类 号：F307.4[经济管理—产业经济]