消费者关于乳品的认知、支付意愿及行为的研究进展

Research on consumer's coghition, willingness to pay and behavior of dairy products

本文梳理了国内外学者关于消费者的乳制品品牌认知、支付意愿及购买行为方面近年来的研究进展。研究结论表明,多数学者认为,消费者个人偏好、广告宣传、产品形象、口碑等因素主要影响消费者的乳制品品牌选择;企业社会责任和产品信任度直接影响消费者的品牌忠诚度;个人消费习惯、获取信息的渠道及可靠程度、受教育程度、价格、收入水平、对食品安全事件的认知等因素不同程度地影响消费者的支付意愿;对安全事件的了解程度、对待风险的态度和对信息主体的信任程度等显著地影响消费者购买行为的恢复。

This paper reviews the domestic and foreign scholars research progress on consumer dairy brand awareness, willingness to pay and purchase behavior in recent years. Research findings show that most scholars believe personal preferences, advertising, product image, reputation and other factors influence consumers＇ dairy brand choice, corporate social responsibility and product confidence directly affect the brand loyalty of consumers; Consumption habits, the channels of access to information and reliability, education level, price, income level, awareness of food safety incidents and other factors have varying impact on consumers＇ willingness to pay; Understanding of the security incidents, the attitude towards risk and the trust extent of information subject significantly affect the recovery of consumer purchase behavior.