消费者有机食品购买决策行为与影响因素研究被引量：48

Consumers Purchase Decisions and Affecting Factors on Organic Food

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摘要频发的食品安全事件与持续恶化的生态环境使得具备安全、健康、环保等特征的有机食品等安全食品的需求与日俱增,有机食品的消费者购买决策行为也日益引起学界关注。为探究影响消费者有机食品购买决策行为的相关因素,在广东省广州、深圳、珠海等城市通过调研获得了696个消费者样本数据,归纳了消费者购买体验和购买强度两个层次的购买决策,进而运用二元Logistic与有序Logistic模型分别研究了影响消费者购买体验和购买强度的主要因素。结果表明,年龄、价格及认证必要性评价对购买体验影响显著;家庭结构、健康意识对购买强度影响显著;而收入、食品安全意识、信任度及购买便利性等对两个层次决策皆有着显著影响。就企业而言,应在有效市场细分的基础上,针对不同阶层消费者采用相应的营销策略,而政府应着力于加强产销环节的监管,完善认证体系,增强消费者信任。 Frequently happened food safety events and continuous deterioration of ecological environment increase the demand of safe food, such as organic food which has characteristics of safety, health and environmental protection and consumers＇ purchase decision of organic food become a hot topic in public. In order to study the factors that influence Chinese consumers＇ purchase decision of organic food, we surveyed 696 consumers＇ sample in Guangzhou, Shenzhen and Zhuhai. We analyzed two levels of purchase decision which consumers＇ purchase experience and purchase magnitude（ purchase quantity）. We applied binary Logistic model and ordered Logistic model separately to study the main factors that affected consumers purchase experience and purchase magnitude. The results showed that the factors such as age, price, and necessary evaluation of certification had significant effects on purchase experience; family structure and health awareness had significant effects on purchase magnitude; income, food safety awareness, trust degree and purchase convenience had significant effects on two behaviors levels. Based on effective market segmentation, the enterprises should apply appropriate strategies for consumers of different classes. Government should focus on strengthening the supervision of production and market, improving the authentication system and enhancing the ＇consumers＇ trust.

作者尹世久徐迎军陈默

机构地区曲阜师范大学经济学院江南大学江苏省食品安全研究基地曲阜师范大学印刷学院

出处《中国人口·资源与环境》 CSSCI 北大核心 2013年第7期136-141,共6页 China Population,Resources and Environment

基金国家自然科学基金(编号:71203122) 教育部人文社科项目(编号:10YJC790346 11YJCZH013) 山东省优秀中青年科学家科研奖励基金(编号:BS2011SF007)

关键词有机食品购买意愿影响因素 LOGISTIC模型 organic food willingness to pay affecting factors Logistic model

分类号 F713.5 [经济管理—市场营销]

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