消费者的信任、质量安全认知及乳制品购买行为的研究进展

Research progress on consumer's trust, quality and safety cognition and buying behavior of dairy products

国内外学者们对消费者的信任、认知、乳制品的需求及购买行为及其影响因素进行了较为广泛的研究。政府的公信力及产品的质量是影响消费者信任的主要因素。消费者的认知主要受到自身教育水平、周围环境、产品的宣传力度及对政府和企业的信任程度的影响。购买行为的影响因素中涉及消费者的个人因素,如消费者的性别、消费习惯、消费偏好、认知水平、受教育程度及消费者的社会地位等;家庭因素包括家庭收入、购买力、家中老人和小孩数量;消费者的意识包括食品安全意识、健康意识、环境意识及风险意识等;另外还包括消费者对品牌的忠诚度及信任;市场情况包括购买的便利程度、产品价格、产品国家安全认定与否、产品的包装、图案及设计;还有企业的社会责任和道德也影响消费者购买行为。消费者的认知和购买行为研究中变量之间的内生性问题考虑的不多,消费者的行为研究中涉及很多主观变量,主观变量的度量问题探讨的不多。

Domestic and foreign scholars have done several extensive research on consumers’trust,cognition,demand,and purchasing behaviors of dairy products and their influencing factors.The credibility of the government and the quality of the product are the main factors that affect consumers’trust.Consumers'cognition is mainly influenced by their own education level,surrounding environment,product propaganda and trust in government and enterprises.The influencing factors of purchasing behavior involve several factors including consumer's personal factors,which are the consumer's gender,consumption habits,consumer preferences,cognitive level,educational level and social status,and family’factors including household income,purchasing power,and the number of the elderly and children at home and also including consumers’awareness which include food safety awareness,health awareness,environmental awareness and risk awareness;Besides the influencing factors of purchasing behavior also include consumer loyalty and trust in brands;market conditions including the convenience of purchase,the price of the product,the identification of the national security of the product,and the packaging,pattern and design of the product.The social responsibilities of firms and moral level also influence consumers’purchasing behavior.In the previous study,there are not enough of considering about endogenous problems on consumer cognition and purchase behavior.There are also problems of the measurement about many subjective variables which involved in the study of consumer behavior.