肉类食品企业养殖基地投资的消费者响应研究

基于287份消费者调查问卷，通过描述性分析和实证研究，分析了消费者对于肉类食品企业投资养殖基地的态度与购买意愿。研究结果表明，消费者普遍认为肉类企业有必要投资养殖基地，但是消费者对于相关宣传信息关注度和信任程度都不高。企业拥有自建养殖基地和消费者对于企业宣传的信任程度会对企业产品的食品安全、产品品质评价、购买意愿和溢价支付意愿产生正面影响。消费者对企业是否需要拥有养殖基地的认知又会影响消费者的信任程度。

A Study on the Consumer Responses Toward the Breeding Base Investments of Food Enterprises

Based on the 287 quesionnaire datas , the paper studied the consumer responses toward the breeding base investments of food enterprises. Results showed that the consumer thought it was important to investing in breeding base, but they didn''t believe in the promational information. The consumer''s attitude and purchase intention were affected by the factors of breeding base investment and credibilty of the consumer.