消费者对冷链乳制品的态度、购买意愿及影响因素研究——基于京津冀地区的调研

Attitude, Purchase Intention of Consumers to Cold Chain Dairy Products and Its Influencing Factors—Based on the Investigation of Beijing, Tianjin and Hebei

基于京津冀地区乳制品冷链物流消费环节调查获取的数据,建立二元Logistic回归模型,分析消费者对冷链乳制品的态度、购买意愿及影响因素,结果表明,京津冀地区的消费者76.8%听说过巴氏奶,48.6%认为现阶段中国乳制品冷链物流发展较缓慢,不利于保障冷链乳制品质量,43.7%表示愿意购买巴氏奶;消费者认知水平、学历和月收入是影响消费者购买巴氏奶意愿的主要因素。最后,提出了促进中国冷链乳制品发展的相关建议。

Based on the investigation data of cold chain logistics consumption of dairy products in Beijing, Tianjin and Hebei, the authors constructed Dual Logistic regression model to analyze consumers＇ attitude, purchase intention and influencing factors on cold chain dairy products, the result showed that 76.8percent of the consumers in Beijing, Tianjin and Hebei heard of pasteurized milk, 48.6 percent believed that the current stage of China＇s dairy products cold chain logistics development was relatively slow, was not conductive to the protection of cold chain dairy products quality, 43.7 percent were willing to buy pasteurized milk. Consumers＇ cognitive level, educational background and monthly income were the main factors influencing consumers＇ willingness to buy pasteurized milk. Finally, the authors put forward some suggestions on promoting the development of China＇s cold chain dairy products.