消费者酱油购买决策影响因素调查研究

Investigation on Influencing Factors of Consumers’Soy Sauce Purchase Decision

为了解消费者对酱油的基础认知,研究影响其购买决策的因素,通过线上问卷的方法展开调查,对收集的612份有效问卷进行数据统计分析。结果显示:影响因素依次是品牌口碑、酱油等级、添加剂情况、原料情况和价格;产品认证正向影响消费者购买决策。消费者对标签之外的信息诉求依次是原料或产品检测报告、原料情况和添加剂使用情况。研究结论有助于酱油生产企业深入了解消费者需求和喜好,对酱油产品设计和消费者教育有实践意义。

In order to understand consumers’basic cognition of soy sauce and study the factors affecting their purchase decision,an online questionnaire survey was conducted to do statistical analysis on the data of 612 valid questionnaires collected.The result show that the factor ranking when choosing soy sauce is brand reputation,soy sauce class,external additives,raw materials and price.Product certification has a positive impact on consumers’purchase decision.Consumers’demands for information beyond the label are raw material or product test report,raw material situation and additive use.The research conclusion is helpful for soy sauce production enterprises to deeply understand consumers’needs and preferences,and has practical significance for soy sauce product design and consumer education.