CAJ | 학술논문

根据全国21个省市的消费者关于安全食品购买行为的调查问卷，利用主成分分析法，深入探讨影响消费者购买决策的主要影响因素。结果表明食品的外在表现和生产工艺、食品安全、价格和口碑、购买便利程度以及商标这五类因素在影响着消费者的购买行为。此外，本文通过进一步分析影响城乡居民购买行为的主要因素之间的差异，发现农村消费者更关注安全食品的购买便利程度，而不太关注其新鲜程度及包装。基于以上发现，文章提出了完善和规范食品标签标准，制定并实施与食品生产工艺直接相关的法律法规，维护企业商标产权，增加农村食品销售网点等政策建议。
근거전국21개성시적소비자관우안전식품구매행위적조사문권，이용주성분분석법，심입탐토영향소비자구매결책적주요영향인소。결과표명식품적외재표현화생산공예、식품안전、개격화구비、구매편리정도이급상표저오류인소재영향착소비자적구매행위。차외，본문통과진일보분석영향성향거민구매행위적주요인소지간적차이，발현농촌소비자경관주안전식품적구매편리정도，이불태관주기신선정도급포장。기우이상발현，문장제출료완선화규범식품표첨표준，제정병실시여식품생산공예직접상관적법율법규，유호기업상표산권，증가농촌식품소수망점등정책건의。
Based on a survey conducted among consumers from 21 different provinces on their safe food purchasing behavior,this paper makes an in-depth exploration on the main factors that influence consumers＇ purchasing decisions under the framework of principal component analysis （PCA）,The result shows that five factors is influential to their purchasing behavior, including food＇s external appearance and its production process,safety,price and reputation, accessibility and trade mark. In addition, this paper further analyzes the difference of factors between urban residents and those from rural area.It is discovered that rural consumers pay more attention on safe food＇s accessibility rather than its freshness or packaging. Finally, some policy suggestions are proposed.