消费者异质性视角下婴幼儿奶粉购买意愿影响因素研究  

Study on the factors influencing the purchase intention of infant milk powder from the perspective of consumer heterogeneity

作　　者：张倩楠 李翠霞[2] ZHANG Qiannan;LI Cuixia(College of Economics and Management,Inner Mongolia University,Hohhot 010021,China;College of Economics and Management,Northeast Agricaltural University,Harbin 150030,China)

机构地区：[1]内蒙古大学经济管理学院,呼和浩特010021 [2]东北农业大学经济管理学院,哈尔滨150030

出　　处：《中国乳品工业》2024年第9期62-69,74,共9页China Dairy Industry

基　　金：国家自然科学基金面上项目(71673042);中宣部文化名家暨“四个一批”人才项目(201801);2021年高层次人才科研启动金(10000-21311201/079)。

摘　　要：随着中国疫情管控措施放开,国产和进口婴幼儿奶粉竞争愈发激烈,探究中国消费者婴幼儿奶粉购买意愿将为政策制定者和婴幼儿奶粉生产者提供一定现实依据。文章以8个城市中877位婴幼儿奶粉消费者为样本,以BRA模型为基础从认知角度构建理论模型框架,探究消费者对国产婴幼儿奶粉购买意愿影响因素,基于消费者居住地为调节变量对各路径进行异质性检验。结果表明,关注度对信任度具有显著正向影响;关注度、信任度、感知收益和感知风险均直接影响购买意愿,关注度以感知收益为中介变量间接正向影响购买意愿,信任度以感知收益和感知风险为中介变量间接正向影响购买意愿;居住地在部分路径中具有调节作用。城市组中,三四线城市组中信任度对感知风险和购买意愿影响更大,一二线城市组中关注度对购买意愿影响更大;县城组中,关注度对消费者购买意愿无显著直接和间接影响,感知风险对购买意愿无直接影响。With the relaxation of epidemic control measures in China,the competition between Chinese and imported infant milk powder in the Chinese market is becoming more intense.Exploring Chinese consumers'purchase intention of infant milk powder will provide some realistic basis for policy makers and producers.This study used a sample of 877 consumers in eight cities in China,constructed a theoretical framework from a cognitive perspective based on the BRA model,investigated the factors influencing consumers'purchase intention of Chinese infant milk powder,tested the heterogeneity of each route based on the consumer's residence as the moderating variable.The results showed that attention had a significant positive effect on trust;attention,trust,perceived benefit and perceived risk all directly affect purchase intention,attention positively affected purchase intention indirectly with perceived benefit as a mediating variable,and trust positively affected purchase intention indirectly with perceived benefit and perceived risk as mediating variables;consumer residence had a moderating role in part of the pathway.In city groups,trust had a greater impact on perceived risk and purchase intention in the third-tier and fourth-tier cities group,and attention had a greater impact on purchase intention in the first-tier and second-tier cities group;In the counties group,there was no significant direct and indirect effect of attention on purchase intention and no direct effect of perceived risk on purchase intention.

关 键 词：国产婴幼儿奶粉 认知 购买意愿 BRA模型 消费者居住地 

分 类 号：F713.55[经济管理—市场营销]