中国人口资源与环境
中國人口資源與環境
중국인구자원여배경
China Polulation.Resources and Environment
2013年
7期
136~141
,共null页
有机食品 购买意愿 影响因素 Logistic模型
有機食品 購買意願 影響因素 Logistic模型
유궤식품 구매의원 영향인소 Logistic모형
organic food; willingness to pay; affecting factors; Logistic model
频发的食品安全事件与持续恶化的生态环境使得具备安全、健康、环保等特征的有机食品等安全食品的需求与日俱增，有机食品的消费者购买决策行为也日益引起学界关注。为探究影响消费者有机食品购买决策行为的相关因素．在广东省广州、深圳、珠海等城市通过调研获得了696个消费者样本数据，归纳了消费者购买体验和购买强度两个层次的购买决策，进而运用二元Logistit，与有序Iogislic模型分别研究了影响消费者购买体验和购买强度的主要因素。结果表明．年龄、价格及认证必要性生评价对购买体验影响显著：家庭结构、健康意识对购买强度影响显著；而收入、食品安全意识、信任度及购买便利性等对两个层次决策皆有着显著影响。就企业而言，应在有效市场细分的基础上，针对不同阶层消费者采用相应的营销策略，而政府应着力于加强产销环节的监管．完善认证体系，增强消费者信任。
頻髮的食品安全事件與持續噁化的生態環境使得具備安全、健康、環保等特徵的有機食品等安全食品的需求與日俱增，有機食品的消費者購買決策行為也日益引起學界關註。為探究影響消費者有機食品購買決策行為的相關因素．在廣東省廣州、深圳、珠海等城市通過調研穫得瞭696箇消費者樣本數據，歸納瞭消費者購買體驗和購買彊度兩箇層次的購買決策，進而運用二元Logistit，與有序Iogislic模型分彆研究瞭影響消費者購買體驗和購買彊度的主要因素。結果錶明．年齡、價格及認證必要性生評價對購買體驗影響顯著：傢庭結構、健康意識對購買彊度影響顯著；而收入、食品安全意識、信任度及購買便利性等對兩箇層次決策皆有著顯著影響。就企業而言，應在有效市場細分的基礎上，針對不同階層消費者採用相應的營銷策略，而政府應著力于加彊產銷環節的鑑管．完善認證體繫，增彊消費者信任。
빈발적식품안전사건여지속악화적생태배경사득구비안전、건강、배보등특정적유궤식품등안전식품적수구여일구증，유궤식품적소비자구매결책행위야일익인기학계관주。위탐구영향소비자유궤식품구매결책행위적상관인소．재광동성엄주、심수、주해등성시통과조연획득료696개소비자양본수거，귀납료소비자구매체험화구매강도량개층차적구매결책，진이운용이원Logistit，여유서Iogislic모형분별연구료영향소비자구매체험화구매강도적주요인소。결과표명．년령、개격급인증필요성생평개대구매체험영향현저：가정결구、건강의식대구매강도영향현저；이수입、식품안전의식、신임도급구매편리성등대량개층차결책개유착현저영향。취기업이언，응재유효시장세분적기출상，침대불동계층소비자채용상응적영소책략，이정부응착력우가강산소배절적감관．완선인증체계，증강소비자신임。
Frequently happened food safety events and continuous deterioration of ecological environment increase the demand of safe food, such as organic food which has characteristics of safety, health and environmental protection and consumers＇ purchase decision of organic food become a hot topic in public. In order to study the factors that influence Chinese consumers＇ purchase decision of organic food, we surveyed 696 consumers＇ sample in Guangzhou, Shenzhen and Zhuhai. We analyzed two levels of purchase decision which consumers＇ purchase experience and purchase magnitude（ purchase quantity）. We applied binary Logistic model and ordered Logistic model separately to study the main factors that affected consumers purchase experience and purchase magnitude. The results showed that the factors such as age, price, and necessary evaluation of certification had significant effects on purchase experience; family structure and health awareness had significant effects on purchase magnitude; income, food safety awareness, trust degree and purchase convenience had significant effects on two behaviors levels. Based on effective market segmentation, the enterprises should apply appropriate strategies for consumers of different classes. Government should focus on strengthening the supervision of production and market, improving the authentication system and enhancing the ＇consumers＇ trust.
