消费者对安全猪肉购买意愿的影响因素分析

Analysis of the Factors Affecting Consumers' Purchase Intention for Safe Pork

根据安徽省16个城市343名消费者的问卷调查数据,建立Logistic模型,分析消费者对安全猪肉购买意愿的影响因素。在消费者文化程度、家庭是否存在风险敏感人群、对猪肉质量关注程度、对猪肉质量的评价等常见因素基础上,增加了消费者的食品安全事件经历、消费者居住地与安全猪肉销售点距离、对猪肉质量安全事件关注程度3个新解释变量。结果表明,消费者的食品安全事件经历、对猪肉质量安全事件关注程度对其购买意愿有显著正向影响;消费者居住地与安全猪肉销售点距离对其购买意愿有显著反向影响。

According to the survey data of 343 consumer questionnaires in 16 cities of Anhui Province, Logistic model was established and factors affecting consumers＇ purchase intention for safe pork were analyzed. Based on the common factors of educational level of consumers, risk sensi- tive members in family, concern extent of pork quality, evaluation on pork quality and so on, three new explanatory variables were introduced, which were the consumers＇ experience of food safety incidents, the distance from consumers＇ residence to the point of sale of safe pork, and the concern extent of pork quality security incident. Research results showed that the consumers＇ experience of food safety incidents and the concern extent of pork quality security incident had significantly positive effects on the purchase intention; but distance from consumers＇ residence to the point of sale of safe pork showed significantly negative effects on the purchase intention.