品牌知名度和安全认证对猪肉消费行为的影响

An Empirical Study of Effects of Brand Awareness and Safety Certification on Fresh Pork Consumption

采用2×4阶乘情景实验法及多元协方差分析技术,研究生鲜猪肉的品牌知名度、质量安全认证对顾客感知安全、质量、尝试可能性和购买可能性的主影响和交互影响。研究结果表明,品牌知名度、安全认证对顾客感知的安全、质量、尝试可能性和购买可能性有主影响,也对尝试可能性有显著的交互影响。此外,顾客在广州的居住时间和顾客的受教育程度也是不可忽视的影响因素。

This study adopts 2 × 4 factorial experimental design and MACOVA methods to examine the suggestiveness effects of brand awareness,safety certification on consumers’safety,quality perception,and willingness to try and buy on fresh pork.The results indicate that brand name and safety certification significantly affect perceived safety,quality and willingness to try and buy.These two extrinsic cues also have interactive effects on perceived safety and willingness to try.In addition,age,education level,and living time in Guangzhou also play important roles on pork consumption perception and purchase intention.