农业现代化研究2017，Vol.38Issue(5)：772-782,11.DOI:10.13872/j.1000-0275.2017.0031
禽流感风险感知情景下冰鲜鸡消费者决策研究——基于认知和情感机制的作用分析
Study on the consumers' decision about chilled chicken with the perception of avian influenza risk:The effects of the cognitive and emotional mechanism
摘要
Abstract
Promoting the consumption of chilled chicken is an effective strategy to prevent avian influenza and ensure food safety. However, chilled chicken faces some difficulties in marketing. Discussing the key factors influencing consumers to buy chilled chicken is significantly important to promote the sustainable and healthy development of chilled chicken industry and assure the safety of chicken under the background of avian influenza. Based on a survey data of 392 consumers from Guangdong Province and applying principal component analysis, reliability analysis, validity analysis and structure equation model, this paper analyzed consumer purchase decisions of chilled chicken and examined the effects of cognitive factors (freshness, taste, quality safety, and price) and emotional factors (habit and innovation) on consumer purchase intentions. Results show that quality safety, freshness, taste and innovation have positive influences on consumer purchase intention at different degrees, with taste having the largest influence, and habit has some negative influences. However, price has no any significant influences. Consumers' income and education levels have some positive influences, while consumers' age has some negative influences. In addition, risk perception has different moderating effects on the relationships between purchase intention and its antecedents. To promote the healthy development of chilled chicken market, this paper suggests to strengthen cold chain system construction for chilled chicken, to standardize the production process of chilled chicken, to strengthen the quality safety supervision of chilled chicken, to improve consumer acceptance of the taste of chilled chicken, to cultivate the consumption habits of chilled chicken, to expand sales channels, and to promote the marketing management of chilled chicken.关键词
冰鲜鸡/消费者/决策/风险感知/调节效应Key words
chilled chicken/consumer decisions/risk perceptions/moderating effects分类
管理科学引用本文复制引用
张蓓,林家宝..禽流感风险感知情景下冰鲜鸡消费者决策研究——基于认知和情感机制的作用分析[J].农业现代化研究,2017,38(5):772-782,11.基金项目
国家自然科学基金青年项目(71503085, 71501078) （71503085, 71501078）
国家自然科学基金重点项目(71633002). National Natural Science Foundation of China (71503085, 71501078, 71633002). （71633002）
