食品标签信息对消费者购买决策的影响研究——以婴幼儿食品为例

The Empirical Research on the Food Label Information Affects Consumers' Purchase Decisions:Taking the Infant Food for an Example

基于Hicks消费者剩余的CV形式,构建信息关注度、信息源信任度、信息充分度的Logit食品标签信息影响决策模型。通过在北京市发放问卷并回收、统计数据及分析,研究发现:消费者在购买婴幼儿食品时,对食品标签上的食品生产日期和保质期、营养成分、配料清单、食用指导注意等信息的关注度高,影响显著;对食品品牌、生产厂家及厂址、使用方法及贮藏、安全标识等信息关注度低,影响不显著;消费者对政府机构、婴幼儿医师和学者、亲朋及名人代言等信息源的信任度高,对购买决策影响显著;消费者对非政府机构和食品企业等信息源的信任度低,对购买决策影响不显著;食品标签信息充分度对消费者获得高质量信息、降低风险和提高决策准确度等起到的作用很大;消费者的性别、年龄、收入、受教育程度等对购买决策影响显著;相对于女性而言,食品标签信息对男性消费者的购买决策更有影响。

Based on Hicks＂ consumer surplus CV, we have constructed the binary l.oglstlc IOOa laoet information decision- making model, which have the variables of information attention, information source credibility, information adequacy degree. The research based on the data of the questionnaire survey in Beijing. Research have found that, when buying the infant food, customers give a high attention on the food production date and shelf life, nutrient components, the ingredients list, edible guidance note of the information on the food label, significant influence on their purchase decisions. And have a low attention on the food brand, manufacturers and the site of factory, use method and storage, safety identification information, no significant influence on their purchase decisions. Consumers have a high trust in government agencies, infant physicians and scholars, celebrity speak the confidence of the information sources, to affect significantly purchase decisions. On the contrary, the consumers have a low confidence of the information source, such as the non- governmental organizations and food enterprises, no significant influence to their purchase decisions. It is important role for the consumers to get high quality information, to reduce the risk and improve decision accuracy that the fully degree food information on label for consumers. Consumers＂ sex, age, income, and education degree and so on, that have a significant influence on their purchase decisions. Compared to the female, the food label information has a high influence on the male consumers.