婴儿奶粉安全性对消费者选择行为的影响

以婴儿奶粉这一特殊消费群的食品为例，本文利用2013年7月在内蒙古呼和浩特市的调查数据，以结合分析（ Conjoint Analysis）技术为理论框架，分析了消费者对婴儿奶粉的选择行为和边际支付意愿。结果表明，三聚氰胺事件的发生，使消费者对婴儿奶粉的购买意愿和选择行为产生了很大的影响。对进口奶粉的边际支付意愿比较高。从国产知名的乳品大企业生产的婴儿奶粉里也检测出三聚氰胺成分这一事情，使消费者失去了对国产乳品大企业产品的信任，该事件亦重创国产商品的信誉。根据以上结论，针对婴儿奶粉安全问题，提出了相关政策建议。

The Impact of Baby Milk Powder Safety on Consumer Choice Behavior

Taking a special consumer groupg food - -the baby milk powder as an example, on the basis of a survey in Hohhot of Inner Mongolia in July 2013, combined with Conjoint Analysis technology as the theoretical framework, This paper analyzes the consumer choice behavior of baby milk powder and marginal willingness to pay. The results show that, the melamine incident has a big influence on the purchase intention and behavior of consum- er to the baby milk powder, but has a higher marginal willingness to pay to the foreign milk powder relatively. Because the dairy enterprises of domestic well - known also were detected melamine, which cause domestic consumers lost the trust to the domestic dairy products of large enterprises, the event also hit the domestic commodity reputation. According to the above conclusion, the paper puts forward relevant policy suggestions to the baby milk safety problems.