發(fā)布時(shí)間：2018-03-20 00:11

  本文選題：冰鮮雞　切入點(diǎn)：消費(fèi)者　出處：《農(nóng)業(yè)現(xiàn)代化研究》2017年05期 　論文類型：期刊論文

【摘要】：推廣冰鮮雞是有效預(yù)防禽流感、保障食品安全的重要策略,然而,當(dāng)前冰鮮雞面臨市場(chǎng)推廣難的困境�；趶V東省6個(gè)市392位消費(fèi)者的調(diào)查數(shù)據(jù),運(yùn)用主成分分析、信度分析、效度分析和結(jié)構(gòu)方程模型方法,分析認(rèn)知因素和情感因素對(duì)冰鮮雞消費(fèi)者購買動(dòng)機(jī)的影響,探討其影響機(jī)理及風(fēng)險(xiǎn)感知的調(diào)節(jié)效應(yīng)。結(jié)果表明,消費(fèi)者購買冰鮮雞的動(dòng)機(jī)受質(zhì)量安全性、保鮮度、口感和創(chuàng)新性的積極影響,其中口感的影響最大。習(xí)慣會(huì)負(fù)面影響冰鮮雞的購買動(dòng)機(jī),而消費(fèi)者是否愿意購買冰鮮雞與溢價(jià)沒有顯著的關(guān)系。個(gè)體特征因素中收入和學(xué)歷會(huì)對(duì)消費(fèi)者購買冰鮮雞的動(dòng)機(jī)有積極作用,但年齡對(duì)購買動(dòng)機(jī)有消極的作用。當(dāng)消費(fèi)者風(fēng)險(xiǎn)感知高時(shí),保鮮度、口感、質(zhì)量安全性和創(chuàng)新性對(duì)冰鮮雞購買動(dòng)機(jī)的正向作用會(huì)增強(qiáng),而習(xí)慣對(duì)購買動(dòng)機(jī)的負(fù)向作用會(huì)減弱。因此,亟須加強(qiáng)冰鮮雞冷鏈冷藏體系建設(shè),提高冰鮮雞的保鮮度;規(guī)范冰鮮雞生產(chǎn)加工流程,加強(qiáng)冰鮮雞質(zhì)量安全監(jiān)管;提高消費(fèi)者對(duì)冰鮮雞口感的認(rèn)可度,培養(yǎng)冰鮮雞消費(fèi)者習(xí)慣;拓展冰鮮雞銷售渠道,推進(jìn)冰鮮雞營銷宣傳。
[Abstract]:The promotion of chilled chicken is an important strategy to effectively prevent avian influenza and ensure food safety. However, chilled chicken is facing the difficult situation of market promotion. Based on the survey data of 392 consumers in 6 cities of Guangdong Province, principal component analysis and reliability analysis are used. Validity analysis and structural equation model were used to analyze the effects of cognitive and emotional factors on the purchasing motivation of chilled chicken consumers. Consumers' motivation to buy chilled chicken is positively affected by quality and safety, freshness, taste and innovation. However, whether consumers are willing to buy chilled chicken has no significant relationship with premium. Income and education among individual characteristics have a positive effect on consumers' motivation to buy chilled chicken. However, age has a negative effect on purchasing motivation. When consumers' risk perception is high, the positive effects of freshness, taste, quality, safety and innovation on purchasing motivation of chilled chicken are increased. Therefore, it is urgent to strengthen the construction of cold chain refrigeration system of chilled chicken, to improve the freshness degree of chilled chicken, to standardize the production and processing process of chilled chicken, and to strengthen the quality and safety supervision of chilled chicken. Improve consumers' recognition of chilled chicken taste, cultivate chilled chicken consumer habits, expand chilled chicken sales channels, promote chilled chicken marketing propaganda.
【作者單位】： 華南農(nóng)業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家自然科學(xué)基金青年項(xiàng)目(71503085,71501078);國家自然科學(xué)基金重點(diǎn)項(xiàng)目(71633002)~~
【分類號(hào)】：F323.7;F713.55

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