CAJ | 학술논문

采用2×4阶乘情景实验法及多元协方差分析技术,研究生鲜猪肉的品牌知名度、质量安全认证对顾客感知安全、质量、尝试可能性和购买可能性的主影响和交互影响。研究结果表明,品牌知名度、安全认证对顾客感知的安全、质量、尝试可能性和购买可能性有主影响,也对尝试可能性有显著的交互影响。此外,顾客在广州的居住时间和顾客的受教育程度也是不可忽视的影响因素。
채용2×4계승정경실험법급다원협방차분석기술,연구생선저육적품패지명도、질량안전인증대고객감지안전、질량、상시가능성화구매가능성적주영향화교호영향。연구결과표명,품패지명도、안전인증대고객감지적안전、질량、상시가능성화구매가능성유주영향,야대상시가능성유현저적교호영향。차외,고객재엄주적거주시간화고객적수교육정도야시불가홀시적영향인소。
This study adopts 2 × 4 factorial experimental design and MACOVA methods to examine the suggestiveness effects of brand awareness,safety certification on consumers’safety,quality perception,and willingness to try and buy on fresh pork.The results indicate that brand name and safety certification significantly affect perceived safety,quality and willingness to try and buy.These two extrinsic cues also have interactive effects on perceived safety and willingness to try.In addition,age,education level,and living time in Guangzhou also play important roles on pork consumption perception and purchase intention.