基于行为特征因素及情境因素的消费者安全认证猪肉购买路径分析——来自华东地区12市的微观调查

An Analysis of Consumers’Purchasing Path of Safety-certified Pork Based on Behavioral Characteristics and Situational Factors:A Micro Survey from 12 Cities in East China

本研究从影响消费者对安全认证猪肉的购买意愿以及消费者购买意愿—行为差距的内外部因素出发,综合计划行为理论、感知价值理论和情境效应理论构建消费者购买决策模型。基于华东地区江苏省和安徽省844个样本的调查数据,本文采用结构方程模型深入挖掘影响消费者对安全认证猪肉购买意愿与购买行为的主要因素。结果表明:消费者行为特征因素对消费者的购买意愿存在显著影响。在安全认证猪肉消费领域存在购买意愿与购买行为不一致的现象,消费者情境因素(感知行为控制)和环境情境因素在购买意愿向购买行为转化的过程中发挥着重要的调节作用。安全认证猪肉的合理定价以及安全健康生活理念的宣传推广不容忽视。

Based on the internal and external factors that influence consumers’purchase intention of safety-certified pork and consumers’purchase intention-behavior gap,this article constructs a consumers’purchase decision-making model by integrating the theory of planned behavior,the theory of perceived value and the theory of context effect.Based on the survey data collected from844 samples from Jiangsu Province and Anhui Province in East China,the study uses a structural equation model to explore the main factors that affect consumers’purchase intention and purchase behavior of safety-certified pork.The results show that the factors of consumers’behavioral characteristics have a significant impact on consumers’willingness to purchase.In the field of safety-certified pork consumption,there is a significant inconsistency between purchase intention and purchase behavior.Consumer situational factors(perceived behavior control)and environmental situational factors play an important role in the process of transformation from purchase intention to purchase behavior.The reasonable pricing of safety-certified pork and the promotion of the concept of a safe and healthy life should not be ignored.