消费者对可追溯奶粉购买行为及影响因素分析——基于388份调查数据的实证研究

A Study on Purchase Behavior and Influencing Factors of Consumers to Traceable Milk Powder:Based on the Empirical Research of 388 Survey Data

本文运用Logistic二元选择模型实证分析了消费者对可追溯奶粉的购买行为。研究结果表明:消费者对可追溯奶粉的质量评价高于对其他奶粉的质量评价,但因认知水平等因素的限制,仅有20%的被调查者购买过可追溯奶粉;认知水平、性别和可承受奶粉最高单价等是决定消费者购买可追溯奶粉的关键因素,奶粉事故经历、可追溯奶粉信任度、收入水平、受教育程度、奶粉信息关注度和奶粉质量状况总体评价等6个因素对购买行为的影响也较显著。

The paper uses Logistic Binary Choice Model to empirical analysis the purchase behavior of consumer to traceable milk powder. It is found that the quality evaluation of consumer for the traceable milk powder is higher than the other milk powder,but restricted by factors such as cognitive level, only 20% respondents bought the traceable milk powder; Cognitive level,gender and the affordable milk powder highest price are the key factors that decide whether consumers to buy traceable milk powder ; Experience of milk powder incident, quality credibility of traceable milk powder, income level,education level, attention of milk powder quality information and the overall quality evaluation of milk powder are significantly impact on purchasing behavior.