肉类研究2026，Vol.40Issue(7)：103-111,9.DOI:10.7506/rlyj1001-8123-20250814-252
基于风险感知和自我效能的肉类预制菜消费者画像异质性分析
Heterogeneity Analysis of Consumer Profiles for Prepared Meat Dishes Based on Risk Perception and Self-Efficacy
摘要
Abstract
With the acceleration of the pace of modern life and the diversification of consumer demand,prepared meat dishes have increasingly become an important part of residents'dietary structure,particularly among younger generations,due to their convenience and variety.Based on nationwide questionnaire data,this study employs multiple correspondence analysis and K-means clustering to identify three typical consumer groups from the perspectives of socio-demographic characteristics,risk perception,self-efficacy,and purchasing behavior:the"young household group"of Generation Z(born 1995-2009),the"middle-aged family group"of Generation Y(born 1980-1994),and the"urban professional group"of Generation X(born 1965-1979).The characteristics and consumption preferences of each group are further refined and analyzed.The findings reveal significant heterogeneity among generational groups in terms of risk perception,self-efficacy,and decision-making behavior,indicating a highly segmented and group-oriented market structure for prepared meat dishes.In terms of risk perception,Generation Z is highly sensitive to food safety and external evaluations,Generation Y has a lower perception of financial and time-related risks,while Generation X demonstrates the lowest overall risk perception,reflecting more rational and stable consumption behavior.Generation Z shows relatively low levels of self-efficacy due to limited experience and resources,making their consumption behavior more susceptible to external influences.In contrast,Generations Y and X exhibit higher self-efficacy and stronger decision-making autonomy,making their food choices more mature and stable.Based on these insights,this study proposes a stratified and targeted marketing strategy for prepared meat dishes,offering both theoretical support and practical implications for the development of segmented markets and the advancement of consumer behavior research in the prepared food industry.关键词
风险感知/自我效能/肉类预制菜/消费者画像/多重对应分析Key words
risk perception/self-efficacy/prepared meat dishes/consumer portrait/multiple correspondence analysis分类
轻工纺织引用本文复制引用
牛聪荟,周琳,孙一文,王晓红..基于风险感知和自我效能的肉类预制菜消费者画像异质性分析[J].肉类研究,2026,40(7):103-111,9.基金项目
农业农村部政府购买服务课题项目(16230112) （16230112）
