食品安全事件背景下消费者购买行为变化与恢复——基于三聚氰胺事件后的消费者调查

Consumers' Response to the Melamine Scare in Dairy Markets——Empirical Analysis Based on the Consumer Surveys

以三聚氰胺事件后的消费者调查数据为基础,对奶制品消费者的购买行为变化与恢复进行实证分析。研究中,将食品安全事件背景下消费者购买数量变化过程划分为减少和恢复两个阶段,并利用两阶段决策模型同时分析两个阶段中消费者的购买行为变化及其影响因素。结果表明,三聚氰胺事件后,奶制品消费者的购买数量减少行为与恢复行为具有显著的正相关性;特征变量在消费者购买数量减少阶段具有更显著的影响,阶段性因素在消费者购买数量恢复阶段具有更显著的影响。

We used data from the consumer survey after melamine incident to analyze buying behavior changes and recovery of dairy consumers empirically.The important feature of this paper was that courses of changes in the process of consumers purchase in the context of food safety incidents were divided into two stages including reduction and recovery,and based on two-stage decision-making model,consumers buying behavior changes and its impact factors in the two stages were analyzed simulataneously.The results showed that after melamine incident,the decrease of dairy consumers＇ purchasing behavior had a significant positive correlation with recovery behavior.Characteristic variables had more significant impact in buy number reducing stage of consumers,stage factors in buy number recovery stage of consumers had more significant impact.