摘要
本文利用逐步分析模型和主成分分析,将消费者对牛奶安全风险感知因素归为严重后果、无能为力、政府部门失职,运用独立样本T检验和单因素分析对人口统计量与风险感知水平之间的关系进行分析。分析结果表明风险感知水平的第一影响因素是严重后果,第二影响因素是无能为力,第三影响因素是政府部门的失职;女性、已婚、家中有18周岁以下孩子的、大于25岁、家庭人口数在4人以上、高中学历、年收入在9万以上的消费者,对牛奶安全的风险感知水平相对较高。
By stepwise analysis model and PCA, influence factors of risk perception towards dairy safety can be classi- fied as serious result, helplessness, government＇s dereliction of duty. By independent- samples T test and single factor analysis, the relationship between demographic statistics and level of risk perception is analyzed. The results show that the first influence factor of risk perception is serious result, the second is helplessness, the third is government＇ derelic- tion of duty. Consumers who are female, married, with children under 18 years old, over 25 years old, with a over-4 - person family, high school diploma and above 90000 yuan in annual income have a higher level of risk perception to- wards dairy safety.
出处
《商业研究》
CSSCI
北大核心
2013年第7期109-116,共8页
Commercial Research
关键词
牛奶安全
消费者风险感知
影响因素
dairy safety
consumers＇ risk perception
influence factors
