中国畜牧杂志2017，Vol.53Issue(6)：132-137,6.DOI:10.19556/j.0258-7033.2017-06-132
外部线索、产品知识对消费者牛奶感知质量的影响研究
Influence of External Cues and Product Knowledge on Consumers' Perceived Quality of Milk
戴潇 1张晓慧 1韩樱1
作者信息
- 1. 西北农林科技大学经管学院,陕西杨凌 712100
- 折叠
摘要
Abstract
With the frequent occurrence of food safety incidents in China,consumers are increasingly concerned with product quality,especially for milk.And the milk market has been in fierce competition for a long time.Faced with so many various competitors and similar products,it has become the focus of milk companies that how to improve consumers' perceived quality and gain competitive advantages.Based on this,this paper selects six external cues through the review of relevant literatures,including milk brand image,milk producing area image,certification information,product diversity,promotion and advertisement,to explore the influence of external cues and product knowledge on consumers' perceived quality of milk.Besides this paper adopted the model of multinomial regression to carry out empirical study in use of 270 consumer survey data.The results show that:all six external cues except advertisement have a significant positive effect on the consumers' perceived quality of milk,and product knowledge has a significant positive moderating effect to the relationship between brand image and consumers' perceived quality of milk.关键词
外部线索/产品知识/消费者感知质量Key words
Layer/Insured/Premium payment/Will/Heckman two-stage model分类
管理科学引用本文复制引用
戴潇,张晓慧,韩樱..外部线索、产品知识对消费者牛奶感知质量的影响研究[J].中国畜牧杂志,2017,53(6):132-137,6.
