消费者对肉鸽的购买意愿与影响因素研究——以广东省446份消费者数据为例

Study on Consumers’ Willingness to Purchase Meat Pigeons and Its Influencing Factors——Taking 446 Consumer Data in Guangdong Province as an Example

民以食为天,肉鸽产业对于促进乡村经济发展有着重要意义。本文以广东省内消费者为分析对象,深入探究消费者对肉鸽的消费需求及相关要素。结果发现:尽管消费者对肉鸽产品质量安全存在怀疑态度,但还是有很强的意愿选择购买;肉鸽的质量安全和内在等因素不同程度影响着消费者的购买意愿。据此,从产品质量、产品多元化、产品推广和品牌建设、平台建设等方面提出促进肉鸽产业发展的建议。

Food is the most important thing for the people. Meat pigeon industry is of great significance for promoting the development of rural economy. This article takes consumers in Guangdong Province as the analysis object, and deeply explores consumer demand for meat pigeons and related factors. The results show that although consumers have doubts about the quality and safety of meat pigeon products, they still have a strong desire to buy them;The quality, safety and internal factors of meat pigeons affect consumers’ purchase intentions to varying degrees. According to this, suggestions on promoting the development of meat pigeon industry are put forward from the aspects of product quality, product diversification, product promotion and brand building, platform construction, etc.