外部线索、产品知识对消费者牛奶感知质量的影响研究

Influence of External Cues and Product Knowledge on Consumers' Perceived Quality of Milk

随着国内食品安全事件频发,消费者对食品质量的关注度日益提高,其中对牛奶的关注尤甚。牛奶市场历来竞争激烈,品牌繁多,且产品同质化严重,如何提升消费者感知质量,获得竞争优势成为关注重点。基于此,本研究在已有文献基础上选取了牛奶产品的6个外部线索——品牌形象、奶源地形象、认证信息、产品多样性、促销和广告,利用270名消费者的调研数据,采用多元回归模型进行牛奶外部线索和产品知识对消费者牛奶感知质量影响的实证研究。结果表明:品牌形象、奶源地形象、认证信息、产品多样性、促销显著正向影响消费者对牛奶的感知质量,而广告的影响作用不显著。消费者自身拥有的产品知识对品牌形象与牛奶感知质量的关系有正向调节作用。

With the frequent occurrence of food safety incidents in China, consumers are increasingly concerned with product quality, especially for milk. And the milk market has been in fierce competition for a long time. Faced with so many various competitors and similar products, it has become the focus of milk companies that how to improve consumers＇ perceived quality and gain competitive advantages. Based on this, this paper selects six external cues through the review of relevant literatures, including milk brand image, milk producing area image, certification information, product diversity, promotion and advertisement, to explore the influence of external cues and product knowledge on consumers＇ perceived quality of milk. Besides this paper adopted the model of multinomial regression to carry out empirical study in use of 270 consumer survey data. The results show that： all six external cues except advertisement have a significant positive effect on the consumers＇ perceived quality of milk, and product knowledge has a significant positive moderating effect to the relationship between brand image and consumers＇ perceived quality of milk.