行业信任、质量安全感知、奶制品消费研究
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摘要
基于2016年北京、天津、石家庄(下文简称"京津石")三市600户城乡调查数据,采用结构方程模型分析奶制品质量安全感知对于家庭牛奶、酸奶消费的影响机制,结果表明:奶制品质量安全感知的提高会显著增加家庭牛奶的消费量,但对酸奶的影响不明显。牛奶和酸奶均属于正常品,价格的提升会导致其消费量下降,酸奶相较于牛奶对价格的变动更为敏感。同时,奶制品行业信任的提升会对质量安全感知造成正向影响。消费者不同的家庭人口特征会对质量安全感知、行业信任和奶制品消费造成不同的影响。根据结论,该研究对奶制品行业各主体提出了相关建议,以期通过行业整体的努力来提升消费者的奶制品质量安全感知,进而增加区域内的奶制品消费量。
Based on the data of 600 surveys in Beijing,Tianjin,and Shijiazhuang' s urban and rural areas in 2016,this research used a structural equation model to analyze the effects of dairy product quality and safety perceptions on household milk and yogurt consumption. The results showed that the increase in the perceived quality and safety of dairy products would significantly increase household milk consumption,but the impact on yogurt was not obvious. Milk and yoghurt were both normal products. The increase in price would lead to a decrease in their consumption. Yogurt was more sensitive to changes in price than milk. At the same time,the rising trust in the dairy industry would have a positive impact on quality and safety perception. Different consumer's demographic characteristics had different effects on dairy product quality and safety perception,industry trust,and consumption. According to the research conclusions,this paper put forward relevant recommendations for each main body of dairy industry in order to increase the dairy product quality and safety perception of consumers through the overall efforts of whole industry,therefore to increase the consumption of dairy products in research areas.
Based on the data of 600 surveys in Beijing,Tianjin,and Shijiazhuang' s urban and rural areas in 2016,this research used a structural equation model to analyze the effects of dairy product quality and safety perceptions on household milk and yogurt consumption. The results showed that the increase in the perceived quality and safety of dairy products would significantly increase household milk consumption,but the impact on yogurt was not obvious. Milk and yoghurt were both normal products. The increase in price would lead to a decrease in their consumption. Yogurt was more sensitive to changes in price than milk. At the same time,the rising trust in the dairy industry would have a positive impact on quality and safety perception. Different consumer's demographic characteristics had different effects on dairy product quality and safety perception,industry trust,and consumption. According to the research conclusions,this paper put forward relevant recommendations for each main body of dairy industry in order to increase the dairy product quality and safety perception of consumers through the overall efforts of whole industry,therefore to increase the consumption of dairy products in research areas.
引文
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[13]张淑萍,冯蛟.乳品行业多品牌危机对消费者行业信任的影响[J].商业研究,2015,61(12):129-135.
[14]Grayson K,Johnson D,Chen D F R.Is firm trust essential in a trusted environment?How trust in the bus…[J].Journal of Marketing Research,2008,45(2):241-256.
[15]Earle T C,Cvetkovich G.Social trust:toward a cosmopolitan society[M].Praeger,1995.
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[17]Dong F.The outlook for asian dairy markets:the role of demographics,income,and prices[J].Food Policy,2006,31(3):260-271.
[18]Wang Q,Parsons R,Zhang G.China's dairy markets:trends,disparities,and implications for trade[J].China Agricultural Economic Review,2010,2(3):356-371.
[19]徐依婷,穆月英.我国城镇居民食品消费需求分析与预测模拟[J].中国食物与营养,2017,23(7):46-50.
[20]Bai J,Wahl T I,Mc Cluskey J J.Fluid milk consumption inurban Qingdao,China[J].The Australian Journal of Agricultural and Resource Economics,2008,52(2):133-147.
[21]程长林,任爱胜,陈林.基于Panel Data模型对我国城乡乳制品消费差异与空间差异的分析[J].中国畜牧杂志,2016,52(12):59-64.
[22]周津春.农村居民食物消费的AIDS模型研究[J].中国农村观察,2006(6):17-22.
[23]董国新.西部地区农村居民食品消费的实证研究——基于修正的AIDS模型[J].安徽农业科学,2009,37(4):1815-1817.
[24]Dosman D M,Adamowicz W L,Hrudey S E.Socioeconomic determinants of health-and food safety-related risk perceptions[J].Risk Analysis,2001,21(2):307-318.
[25]Lin C J.Demographic and Socioeconomic influences on the importance of food safety in food shopping[J].Agricultural&Resource Economics Review,1995,24(2):190-198.
[26]王二朋,高志峰.风险感知、政府公共管理信任与食品购买行为--对中国消费者品牌食品与安全认证食品购买行为的解释?[J].南京工业大学学报(社会科学版),2016,15(3):92-98.
[27]戴潇,张晓慧,韩樱.外部线索、产品知识对消费者牛奶感知质量的影响研究[J].中国畜牧杂志,2017,53(6):132-137.
[28]王承国,赵新斌,杨建辉,等.城乡消费者农产品质量安全感知及消费意愿差异研究——基于山东省的调查[J].山东农业科学,2017,49(9):167-172.
[29]张淑萍.多品牌危机事件对乳品行业信任的影响研究[D].北京:中国农业大学,2014.
[30]张淑萍.消费者对乳品品牌信任的影响因素研究——以北京市为例[J].中国畜牧杂志,2013,49(10):33-36.
[31]Gould B W.Household composition and food expenditures in China.[J].Agribusiness,2002,18(3):387-407.
[32]Yen S T,Fang C,Su S.Household food demand in urban China:a censored system approach[J].Journal of Comparative Economics,2004,32(3):564-585.
[33]王志刚,吕端,王斯文.重大食品安全事件下大城市居民液态奶消费的弹性分析——基于北京、天津、石家庄三地的调查问卷[J].中国食物与营养,2011,17(10):41-44.
[34]施海波,栾敬东.中国城镇居民乳品消费影响因素区域差异分析——基于东中西部地区2002—2011年的面板数据[J].湖南农业大学学报(社会科学版),2013(6):61-65.
[35]沈辰,穆月英.我国城镇居民食品消费研究——基于AIDS模型[J].经济问题,2015(9):81-85.
[36]赵婧洁,王明利.居民奶产品消费现状及影响因素分析[J].中国畜牧杂志,2014,50(20):3-7.
[37]Zheng Z,Shidarastegari H.Household food demand by income category:evidence from household survey data in an urban Chinese province[J].Agribusiness,2011,27(1):99-113.
[38]Rozin P P M L F.Psychological factors influencing food choice[J].The food consumer,1986(5):85-106.
[39]Frewer L J,Miles S,Marsh R.The media and genetically modified foods:evidence in support of social amplification of risk[J].Risk Analysis An Official Publication of the Society for Risk Analysis,2002,22(4):701-711.
[40]Scully J.Genetic engineering and perceived levels of risk[J].British Food Journal,2003,105(1/2):59-77.
1质量安全感知:1=非常安全,5=非常不安全,此处系数虽为负,但其影响效果为正。
[2]Dong X,Li Z.Food safety issues in China:a case study of the dairy sector[J].Journal of the Science of Food and Agriculture,2016,96(1):346-352.
[3]Lee P Y,Lusk K,Mirosa M,et al.The role of personal values in chinese consumers’food consumption decisions.a case study of healthy drinks[J].Appetite,2014,73:95-104.
[4]郭捷,李永壮.基于离散选择模型的顾客选择偏好分析[J].技术经济与管理研究,2012(8):13-16.
[5]Grunert K G.Food quality and safety:consumer perception and demand[J].European Review of Agricultural Economics,2005,32(3):369-391.
[6]周应恒,马仁磊,王二朋.消费者食品安全风险感知与恢复购买行为差异研究——以南京市乳制品消费为例[J].南京农业大学学报(社会科学版),2014(1):111-117.
[7]Cox D F.Risk Taking and information handling in consumer behavior[M].Boston,MA:Harvard University Press,1967.
[8]Roselius T.Consumer rankings of risk reduction methods.[J].Journal of Marketing,1971,35(1):56-61.
[9]Mitchell V W.Consumer perceived risk:conceptualisations and models[J].European Journal of Marketing,1999,33(1/2):163-195.
[10]Tonsor G T,Schroeder T C,Pennings J M E.Factors impacting food safety risk perceptions[J].Journal of Agricultural Economics,2009,60(3):625-644.
[11]Yeung R M W,Morris J.Food safety risk[J].British Food Journal,2001,103(3):170-187.
[12]Lobb A E.A methodological review of the impacts of risk and trust on consumer behaviour towards food safety[J].General Information,2004.
[13]张淑萍,冯蛟.乳品行业多品牌危机对消费者行业信任的影响[J].商业研究,2015,61(12):129-135.
[14]Grayson K,Johnson D,Chen D F R.Is firm trust essential in a trusted environment?How trust in the bus…[J].Journal of Marketing Research,2008,45(2):241-256.
[15]Earle T C,Cvetkovich G.Social trust:toward a cosmopolitan society[M].Praeger,1995.
[16]全世文,曾寅初,刘媛媛.消费者对国内外品牌奶制品的感知风险与风险态度——基于三聚氰胺事件后的消费者调查[J].中国农村观察,2011(2):2-15.
[17]Dong F.The outlook for asian dairy markets:the role of demographics,income,and prices[J].Food Policy,2006,31(3):260-271.
[18]Wang Q,Parsons R,Zhang G.China's dairy markets:trends,disparities,and implications for trade[J].China Agricultural Economic Review,2010,2(3):356-371.
[19]徐依婷,穆月英.我国城镇居民食品消费需求分析与预测模拟[J].中国食物与营养,2017,23(7):46-50.
[20]Bai J,Wahl T I,Mc Cluskey J J.Fluid milk consumption inurban Qingdao,China[J].The Australian Journal of Agricultural and Resource Economics,2008,52(2):133-147.
[21]程长林,任爱胜,陈林.基于Panel Data模型对我国城乡乳制品消费差异与空间差异的分析[J].中国畜牧杂志,2016,52(12):59-64.
[22]周津春.农村居民食物消费的AIDS模型研究[J].中国农村观察,2006(6):17-22.
[23]董国新.西部地区农村居民食品消费的实证研究——基于修正的AIDS模型[J].安徽农业科学,2009,37(4):1815-1817.
[24]Dosman D M,Adamowicz W L,Hrudey S E.Socioeconomic determinants of health-and food safety-related risk perceptions[J].Risk Analysis,2001,21(2):307-318.
[25]Lin C J.Demographic and Socioeconomic influences on the importance of food safety in food shopping[J].Agricultural&Resource Economics Review,1995,24(2):190-198.
[26]王二朋,高志峰.风险感知、政府公共管理信任与食品购买行为--对中国消费者品牌食品与安全认证食品购买行为的解释?[J].南京工业大学学报(社会科学版),2016,15(3):92-98.
[27]戴潇,张晓慧,韩樱.外部线索、产品知识对消费者牛奶感知质量的影响研究[J].中国畜牧杂志,2017,53(6):132-137.
[28]王承国,赵新斌,杨建辉,等.城乡消费者农产品质量安全感知及消费意愿差异研究——基于山东省的调查[J].山东农业科学,2017,49(9):167-172.
[29]张淑萍.多品牌危机事件对乳品行业信任的影响研究[D].北京:中国农业大学,2014.
[30]张淑萍.消费者对乳品品牌信任的影响因素研究——以北京市为例[J].中国畜牧杂志,2013,49(10):33-36.
[31]Gould B W.Household composition and food expenditures in China.[J].Agribusiness,2002,18(3):387-407.
[32]Yen S T,Fang C,Su S.Household food demand in urban China:a censored system approach[J].Journal of Comparative Economics,2004,32(3):564-585.
[33]王志刚,吕端,王斯文.重大食品安全事件下大城市居民液态奶消费的弹性分析——基于北京、天津、石家庄三地的调查问卷[J].中国食物与营养,2011,17(10):41-44.
[34]施海波,栾敬东.中国城镇居民乳品消费影响因素区域差异分析——基于东中西部地区2002—2011年的面板数据[J].湖南农业大学学报(社会科学版),2013(6):61-65.
[35]沈辰,穆月英.我国城镇居民食品消费研究——基于AIDS模型[J].经济问题,2015(9):81-85.
[36]赵婧洁,王明利.居民奶产品消费现状及影响因素分析[J].中国畜牧杂志,2014,50(20):3-7.
[37]Zheng Z,Shidarastegari H.Household food demand by income category:evidence from household survey data in an urban Chinese province[J].Agribusiness,2011,27(1):99-113.
[38]Rozin P P M L F.Psychological factors influencing food choice[J].The food consumer,1986(5):85-106.
[39]Frewer L J,Miles S,Marsh R.The media and genetically modified foods:evidence in support of social amplification of risk[J].Risk Analysis An Official Publication of the Society for Risk Analysis,2002,22(4):701-711.
[40]Scully J.Genetic engineering and perceived levels of risk[J].British Food Journal,2003,105(1/2):59-77.
1质量安全感知:1=非常安全,5=非常不安全,此处系数虽为负,但其影响效果为正。