福建省品牌鸡蛋消费影响因素研究--以福州、厦门地区为例  

Influencing Factors of Brand Egg Consumption in Fujian Province--Take Fuzhou and Xiamen as Examples

作　　者：王珊 李毓峰 傅玮韡[1,2,3] 郑雯 刘金福 王智苑[1,5,6] WANG Shan;LI Yufeng;FU Weiwei;ZHENG Wen;LIU Jinfu;WANG Zhiyuan(College of Computer and Information Science,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002;Key Laboratory of Ecology and Resource Statistics of Fujian Province,Fuzhou,Fujian 350002;Resource and Environment Spatial Information Research Center of Fujian Province,Fuzhou,Fujian 350002;Fujian Jinhuang Environmental Sci-Tech Co.,Ltd.,Fuzhou,Fujian 350003;College of Forestry,Fujian Agriculture and Forestry University,Fuzhou,Fujian 350002;Environmental Information Center of Fujian Province,Fuzhou,Fujian 350003)

机构地区：[1]福建农林大学计算机与信息学院,福建福州350002 [2]生态与资源统计福建省高校重点实验室,福建福州350002 [3]福建省资源环境空间信息统计研究中心,福建福州350002 [4]福建省金皇环保科技有限公司,福建福州350003 [5]福建农林大学林学院,福建福州350002 [6]福建省环境信息中心,福建福州350003

出　　处：《中国家禽》2020年第1期77-81,共5页China Poultry

摘　　要：以福州、厦门地区品牌鸡蛋消费者为研究对象,运用因子分析法探究影响品牌鸡蛋购买的主要因素,再采用结构方程模型分析鸡蛋消费行为、鸡蛋属性、品牌效应之间相互关系。结果表明:鸡蛋属性和品牌效应直接影响消费者对品牌鸡蛋的购买,此外品牌效应还通过影响鸡蛋属性间接影响消费。在鸡蛋属性方面消费者主要关注安全问题,在品牌效应中消费者主要关注价格因素其次是鸡蛋品牌。因此,企业首先要提高品牌鸡蛋品质,制定合理价格,以加强消费者对品牌鸡蛋的信任程度并促进该行业的健康、可持续发展。Taking consumers of brand eggs in Fuzhou and Xiamen as research objects, using the factor analysis method to explore the main factors influencing the brand eggs purchase, and then used structural equation model to analyze the relationship between egg consumption behavior, egg attribute and brand effect. The results showed that egg attributes and brand effects directly affected consumers′ purchase of branded eggs. In addition, the brand effect also affected consumption indirectly by affecting the attributes of eggs. In terms of egg attributes, consumers were mainly concerned with safety issues. In the brand effect, consumers mainly focused on price factors, followed by the egg brand.Therefore, enterprises must improve brand egg quality, reasonable pricing, in order to strengthen consumer confidence in the brand and promote the health of the egg industry′s sustainable development.

关 键 词：品牌鸡蛋 消费行为 因子分析 结构方程模型 

分 类 号：F326.3[经济管理—产业经济]