摘要
为促进乳制品消费市场健康和可持续发展,本研究基于吉林省乳制品消费的672份调研问卷数据,以购买意愿为中介变量,构建结构方程模型,分析消费者乳制品安全风险认知(产品性能风险认知、经济风险认知、社会风险认知和健康风险认知)对购买意愿和购买行为的影响、购买意愿对购买行为的影响,以及购买意愿在安全风险认知与购买行为之间的中介作用。结果表明:产品性能风险认知、社会风险认知在0.05的水平上对购买意愿具有显著的负向影响,经济风险认知、健康风险认知在0.001的水平上对购买意愿具有显著的负向影响;购买意愿在0.05的水平上对购买行为具有显著的正向影响;产品性能风险认知在0.001的水平上对购买行为具有显著的负向影响,经济风险认知、健康风险认知在0.05的水平上对购买行为具有显著的负向影响,社会风险认知对购买行为的影响不显著;购买意愿在健康风险认知、产品性能风险认知和经济风险认知对购买行为的影响中发挥部分中介效应,在社会风险认知对购买行为的影响中发挥完全中介效应。鉴于此,提出引导消费者正确认识乳制品安全风险、加强企业社会责任管理、加强企业成品售后管理、规范乳制品质量衡量标准和检测体系的对策建议。
In order to promote the healthy and sustainable development of dairy consumption market, this study constructed a structural equation model based on 672 questionnaires’ data of dairy consumption in Jilin Province, with purchase intention as the intermediary variable and built a structural equation model. This paper analyzed consumer dairy safety risk awareness(product performance risk perception, economic risk perception, social risk perception and health risk perception),its impact on purchase intention and purchase behavior, the influence of the purchase intention on buying behavior, and purchase intention in the security risk intermediary role between cognition and purchasing behavior. The results showed that product performance risk perception and social risk perception had significant negative influence on purchase intention at 0.05 level, while economic risk perception and health risk perception had significant negative influence on purchase intention at 0.001 level.Purchase intention had a significant positive influence on purchase behavior at 0.05 level.Product performance risk perception had a significant negative impact on the purchase behavior at 0.001 level, while economic risk perception and health risk perception had a significant negative impact on the purchase behavior at 0.05 level.Social risk perception had no significant influence on purchasing behavior.Purchase intention played a partial mediating role in the influence of health risk perception, product performance risk perception and economic risk perception on buying behavior, and played a complete mediating role in the influence of social risk perception on buying behavior. In view of this, this paper put forward countermeasures and suggestions to guide consumers to correctly understand dairy safety risks, strengthen corporate social responsibility management, strengthen after-sale management of finished products, and improve relevant laws and regulations.
作者
苏杭
张越杰
SU Hang;ZHANG Yuejie(College of Business Administration,Jilin Agricultural University,Changchun 130118,China)
出处
《黑龙江畜牧兽医》
CAS
北大核心
2022年第6期13-20,26,共9页
Heilongjiang Animal Science And veterinary Medicine
基金
吉林省科技厅项目(2012J20048)。
关键词
安全风险认知
购买意愿
购买行为
中介效应
结构方程模型
security risk perception
purchase intention
purchase behavior
intermediary effect
structural equation model
