| 摘要: |
| 为了解和调整消费者对国产婴幼儿奶粉质量安全风险感知偏差，基于情景模拟实验法获取559位消费者数据，采用有序Logistic模型，对消费者的国产婴幼儿奶粉质量安全风险感知偏差及其影响因素展开实证研究。结果表明:1)89.98%的消费者主观感知到的国产婴幼儿奶粉质量安全风险高于客观风险水平，存在风险感知偏差。2)产品知识、品牌、认证标签、传统口碑、政府监管、受教育程度、职业、家庭月收入和购买经验对消费者的国产婴幼儿奶粉质量安全风险感知偏差存在显著的负向影响。3)问题经历、价格和卷入程度对消费者的国产婴幼儿奶粉质量安全风险感知偏差存在显著的正向影响。因此，在政府强化国产婴幼儿奶粉质量安全监管信息披露，增加监管信息供给的基础上，加工企业在加大婴幼儿奶粉质量安全知识科普力度，提高消费者信息搜寻和处理能力的同时，应完善国产婴幼儿奶粉市场营销策略，增强信息传递的有效性和针对性。 |
| 关键词: 消费者 婴幼儿奶粉 风险感知偏差 影响因素 情景模拟实验法 |
| DOI：10.11841/j.issn.1007-4333.2022.02.24 |
| 投稿时间：2021-05-06 |
| 基金项目:国家自然科学基金面上项目(71673042；71640017)；黑龙江省哲学社会科学研究规划项目(19 JYB033)；中宣部文化名家暨“四个一批”人才项目(201801) |
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| Consumers' perceived deviation towards the qualitative safety risk of domestic infant milk powder and its influential factors |
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CUI Lihang1,LI Cuixia1,2,JIANG Bing1*
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| (1.College of Economics and Management, Northeast Agricultural University, Harbin 150030, China;2.Heilongjiang Academy of Green Food Science, Harbin 150028, China) |
| Abstract: |
| To understand and adjust the consumers' deviation towards the qualitative safety risk of domestic infant milk powder, based on 559 consumers' data obtained by scenario simulation experiment, this study uses ordered logistic model to conduct an empirical study on the perceived deviation of domestic infant milk powder qualitative safety risk and its influencing factors. The results show that: 1)About 89. 98% of consumers' subjective perception of the qualitative safety risk of domestic infant milk powder is higher than the objective risk level, and there is a risk perception deviation. 2)Product knowledge, brand, certification label, traditional word-of-mouth, government regulation, education level, occupation, monthly family income and purchase experience display significant negative effects on consumers' perception deviation of domestic infant milk powder qualitative safety risk. 3)Problem experience, price and involvement degree have significant positive effects on the perceived deviation of domestic infant milk powder qualitative safety risk. Therefore, on the basis of the government strengthening the disclosure of domestic infant milk powder qualitative safety supervision information and increasing the supply of supervision information, the processing enterprises should improve the marketing strategy of domestic infant milk powder and enhance the effectiveness and pertinence of information transmission while strengthening the popularization of infant milk powder qualitative safety knowledge and improving the ability of consumers to search and process information. |
| Key words: consumers infant milk powder risk perception deviation influencing factors scenario simulation experiment |
