消费者对冰鲜鸡购买意愿及其影响因素研究——基于广州市的调查数据

Research on purchase intention and influencing factors of consumers to chilled chicken——Based on the survey data from Guangzhou city

广州试点实施家禽集中屠宰及冰鲜上市,究竟消费者对冰鲜鸡的接受程度如何,其购买意愿受哪些因素影响,是目前冰鲜鸡推广政策所关注的重要问题之一。基于此,以广州市七区消费者为调查对象,分析消费者对冰鲜鸡的购买意愿及其影响因素。结果显示,消费者的亲友看法、媒体报道及其冰鲜鸡加工流程认知是影响冰鲜鸡购买意愿最显著的因素;消费者的年龄、对冰鲜鸡的品牌认证、对冰鲜鸡的产品安全感知及冰鲜鸡的购买便利性是影响冰鲜鸡购买意愿较显著的因素;消费者对冰鲜鸡的产品信任、安全认证、营养价值及其传统饮食习惯则是影响冰鲜鸡购买意愿一般显著的因素。

Guangzhou as a pilot, was implemented central slaughtering poultry and chilled listing. Whether the consumer accept the chilled chicken or not, and which factors influenced their purchase intention, were the important issues to promote the policy of chilled chicken concerns. On this basis, we surveyed consumers in seven districts of Guangzhou city, analyzed the purchase intention and influencing factors of consumers to chilled chicken. The results showed that the views of relatives and friends, media reports and chilled chicken manufacturing processes cognition were the most prominent factors influencing consumers purchasing chilled chicken. Consumer＇s age, chilled chicken brand authentication, product safety perception and purchasing convenience were the more significant factors. Product trust, safety certification, nutritional value and the traditional diet habit were the general influence factors.