消费者对新疆特色农产品的质量安全认知和购买行为分析

Empirical Analysis on Consumers' Cognition of Quality and Safety and Purchase Behaviors of Xinjiang Feature Agricultural Products

在对北京市、上海市和郑州市的585位消费者问卷调查基础上,运用Logistic模型,从微观层面探讨消费者对新疆特色农产品质量安全水平认知状况、需求动机和购买行为及其影响因素。研究表明,调查区域消费者对新疆特色农产品认知度较高,在种类区分上存在差异;消费者对新疆特色农产品质量安全水平有着较高评价,同时也认为价格较高;消费者对新疆特色农产品的需求动机存在多样性;消费者年龄、文化程度、对原产地关注、销售推介和对质量安全水平评价等对购买行为有显著性影响,但显著性水平不同。

Based on 585 questionnaires of the consumers in Beijing,Shanghai and Zhengzhou,the research studied in micro level on the consumers＇ cognition,demand motivation,purchase behavior and influencing factors of Xinjiang characteristic agricultural products by Logistic model.The results showed that consumers had a high cognitive degree of Xinjiang characteristic agricultural products,however,there was a discrepancy in different species;consumers had a high evaluation on quality and safety as well as the price of Xinjiang characteristic agricultural products;the demand motivation of Xinjiang characteristic agricultural products was diverse;consumer＇s age,education level,attention to the origin of product,product promotion and evaluation of quality and safety were main significant influencing factors,but the significance level is different.