本文關(guān)鍵詞： 乳制品安全 消費者風(fēng)險感知 風(fēng)險感知水平 影響因素　出處：《江南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：乳制品安全是近年來國內(nèi)消費者非常關(guān)心的問題。 三聚氰胺‖事件后，消費者對國內(nèi)的乳制品安全產(chǎn)生擔(dān)憂，并且擔(dān)憂水平并沒有隨著時間的推移而降低。目前消費者對國內(nèi)乳制品仍處于較高水平的擔(dān)憂狀態(tài)，并且將對國產(chǎn)乳制品的信任轉(zhuǎn)移到對進(jìn)口乳制品的信任。事件發(fā)生后，中國乳制品進(jìn)口量激增，同時出口量驟減，印度、阿根廷等國明令禁止中國乳制品的進(jìn)口。 本文從消費者對乳制品風(fēng)險感知的角度，探究消費者對乳制品信任度的問題。通過2011年8月對全國消費者2400份的問卷調(diào)查，以及2012年8月對無錫消費者230份的問卷調(diào)查，利用定量研究的方法，研究消費者目前的乳制品消費習(xí)慣、對乳制品的購買選擇因素、對乳制品的風(fēng)險認(rèn)知水平、對乳制品相關(guān)信息的需求、政府監(jiān)管效能、風(fēng)險感知影響因素等方面進(jìn)行分析。利用主成分分析法，將影響乳制品風(fēng)險感知的因素歸結(jié)為情緒因子、個體缺乏控制感、政府失職三大類。通過逐步回歸發(fā)現(xiàn)，，情緒因子共解釋因變量風(fēng)險感知水平的49.9%，個體缺乏控制感解釋因變量的37%，政府失職解釋因變量的7.7%。通過獨立性樣本T檢驗，單因素檢驗等方法歸納乳制品消費市場中人口統(tǒng)計量與風(fēng)險感知水平之間，以及與風(fēng)險感知三大主要影響因素之間的關(guān)系。 研究結(jié)果表明，國內(nèi)的城鎮(zhèn)消費者已經(jīng)養(yǎng)成日常生活飲用牛奶的習(xí)慣；購買選擇乳制品時最重要的選擇因素有：安全程度和新鮮程度；消費者目前對乳制品安全的風(fēng)險感知仍處于較高水平；對食品安全信息，特別是信息源信任度高的信息源如：食品檢測部門、政府、專家等公布的信息的需求量加大；同時，對信息需求擴(kuò)展至對生產(chǎn)環(huán)節(jié)中信息的需求，對食品中添加物信息的需求；消費者對政府監(jiān)管效能普遍持消極態(tài)度，認(rèn)為政府監(jiān)管措施只能使現(xiàn)狀短時間內(nèi)有一定程度的好轉(zhuǎn)。消費者乳制品風(fēng)險感知的主要影響因素是：情緒因子、個體缺乏控制感、政府失職。國內(nèi)消費者的情緒因子主要關(guān)注的是對自身及家人健康的危及而產(chǎn)生的嚴(yán)重后果。個體缺乏控制感與政府失職都反映出消費者對牛奶安全無法控制的焦慮心情，需要國內(nèi)構(gòu)建風(fēng)險交流機(jī)制疏導(dǎo)消費者的情緒。 就乳制品消費市場中人口統(tǒng)計量與風(fēng)險感知水平之間關(guān)系，研究結(jié)果顯示，女性消費者的乳制品安全風(fēng)險感知水平顯著高于男性消費者；收入水平對風(fēng)險感知的水平呈正向影響；年收入9萬元以上的風(fēng)險感知的水平要顯著大于年收入在3萬元以下的消費者；當(dāng)家庭人口在4人以上時消費者對乳制品安全的風(fēng)險感知水平較高；家中有需要撫養(yǎng)小孩的消費者的乳制品安全風(fēng)險感知水平顯著高于其他消費者。 就以上研究結(jié)果，對中國的乳制品發(fā)展從風(fēng)險交流、社會信任體系建設(shè)等方面給出相應(yīng)的對策建議。
[Abstract]:The safety of dairy products has been a matter of great concern to domestic consumers in recent years. After the melamine incident, consumers are worried about the safety of domestic dairy products. And the level of concern has not decreased with the passage of time. At present, consumers are still in a high level of concern about domestic dairy products, and have shifted their trust in domestic dairy products to that of imported dairy products. After the incident, China's dairy imports surged and exports plummeted, with India, Argentina and other countries explicitly banning imports of Chinese dairy products. From the perspective of consumers' perception of dairy products' risk, this paper probes into the problem of consumers' trust in dairy products. Through a questionnaire survey of 2 400 consumers in China in August 2011 and 230 in Wuxi in August 2012, By means of quantitative research, this paper studies the consumer's current consumption habits of dairy products, the factors of purchasing dairy products, the level of risk awareness of dairy products, the demand for information related to dairy products, and the effectiveness of government supervision. By using principal component analysis, the factors affecting risk perception of dairy products are divided into three categories: emotional factors, individual lack of control, government dereliction of duty and so on. Emotion factor co-explains the risk perception level of dependent variable 49.9%, individual lack of control explains 37% of dependent variable, government dereliction of duty explains dependent variable 7.7. through independent sample T test, The single factor test is used to sum up the relationship between the demographics and the risk perception level in the dairy consumption market, as well as the three main influencing factors of the risk perception. The results show that the domestic urban consumers have formed the habit of drinking milk in their daily life, and the most important factors of choosing dairy products are: the degree of safety and the degree of freshness; At present, consumers are still in a high level of risk awareness of dairy products safety; the demand for food safety information, especially information sources with high trust, such as food inspection departments, governments, experts, and so on, is increasing; at the same time, The demand for information extends to the demand for information in the production process and the information for additives in food. Consumers generally have a negative attitude towards the effectiveness of government regulation. The main influencing factors of consumer dairy risk perception are emotional factors, individual lack of control, Government dereliction of duty. The emotional factors of domestic consumers are mainly concerned about the serious consequences of endangering their own health and that of their families. The individual sense of lack of control and the failure of the government both reflect consumers' anxiety about the safety of milk. Need to build a risk exchange mechanism to channel consumer sentiment. According to the relationship between population statistics and risk perception level in dairy consumption market, the results show that the dairy safety risk perception level of female consumers is significantly higher than that of male consumers; The income level has a positive effect on the level of risk perception, the level of risk perception with annual income above 90,000 yuan is significantly higher than that of consumers whose annual income is below 30,000 yuan. When the household population is more than 4 people, consumers have a higher risk awareness of dairy products safety, and consumers who need to raise children have a significantly higher risk awareness of dairy products than other consumers. On the basis of the above research results, the author puts forward the corresponding countermeasures and suggestions on the development of dairy products in China from the aspects of risk communication and social trust system construction.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F203;F426.82;F713.55

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