消费者购买品牌猪肉的意愿及影响因素实证研究

Empirical Analysis on the Willingness of Consumers to Buy Brand Pork and its Influencing Factors

以四川省消费者的调查数据为依据,对消费者购买品牌生鲜猪肉意愿的影响因素进行了实证分析。研究结果表明,消费者的受教育程度、收入水平、婚姻状况、对品牌猪肉的认知程度,以及对所获取猪肉质量信息的满意度等因素影响其购买品牌猪肉的意愿,不同因素对消费者购买品牌猪肉意愿的影响各不相同。在此基础上,提出了增强品牌猪肉购买意愿和加强猪肉品牌建设的政策与建议。

In this paper, based on the survey data of Sichuan Province＇s consumers, we made an empirical analysis on the factors affecting the consumers＇ willingness to buy the brand fresh pork.The results showed that consumers＂ willingness to buy brand pork was affected by their education level, income level, marital status, level of knowledge of the brand pork and the information satisfaction of pork＇s quality, different factors on consumers ＇willingness to buy brand pork was different. According to the result, we gave some suggestions in order to enhance consumers＇willingness to buy brand pork and strengthened the pork brand building in Sichuan Province.