酸奶产品健康相关信息对各类消费者选购意图的影响

Influence of Health-related Information of Yogurt on Purchase Intention of Consumers of Various Socio-demographic Characteristics

目的:研究不同消费群体对酸奶的健康相关因素的关注程度,以及对酸奶消费的影响。方法:以随机访问的方式对北京市615名消费者进行问卷调查,数据使用SPSS 18.0进行分析。结果:女性、教育程度较高、接受过健康培训和关注营养信息者对酸奶的健康益处了解较全面。女性、较年轻、有过健康培训、关注健康信息的人群饮用酸奶的频率较高。年龄、人均月收入、教育程度、健康培训与酸奶风味和口感的重视程度呈显著负相关,而与营养价值和保健价值的重视程度呈显著正相关。女性、月收入高、教育程度高、接受过健康培训、关注健康信息的人群倾向于选择带有营养声称的酸奶。结论:不同消费群体对酸奶的消费选择特点有显著差异。

[Objective] To study the attention of different consumer groups to health-related factors of yogurt and its effect on their yo-gurt purchase intention. [Method] Totally 615 interviewees in Beijing city were given a questionnaire survey on random access way. The data were analyzed with SPSS 18. 0. [Result] Female consumers, consumers with higher education, health training experience and those who paid more attention to health information had more knowledge on health benefits of yogurt. Female consumers, younger consumers, consum- ers with health training experience and those who paid more attention to health information had higher frequency of yogurt consumption. Age, income, education level, and health training experience showed significant negative correlation with the attention to flavor and taste of yo- gurt products, while showed significant positively correlation with the attention to the nutritional value and health value of yogurt prod- ucts. Female consumers, consumers with higher income, high level of education, health training experience, and those who paid attention to health information tended to choose the yogurt products with health claims. [Conclusion] Yogurt consumption characteristics of different consumer group had significant differences.