品牌信任对消费者猪肉消费行为的影响

利用问卷调研数据,对品牌信任对城乡消费者品牌猪肉消费行为的影响进行了统计分析。基于计划行为理论和随机效用理论,对影响城乡消费者品牌猪肉购买行为的因素进行了实证分析。研究结果显示:城市居民购买品牌猪肉的比例高于农村居民;随着品牌信任水平的提高,消费者更倾向于购买品牌猪肉;城乡消费者购买品牌猪肉的行为均受到年龄、受教育水平、猪肉价格、购买品牌猪肉的便利度、购买场所、对猪肉质量安全状况的关注程度及猪肉市场负面新闻等因素的影响;消费者购买品牌猪肉的影响因素存在城乡差异,其中对猪肉质量安全状况的关注程度和猪肉市场负面新闻仅对城市居民的品牌猪肉购买行为产生影响。

Effect of Brand Trust on Pork Consumption Behavior of Consumer

Using the data from the questionnaire investigation,this paper makes a statistical analysis on the impact of brand trust on brand pork consumption behavior of urban and rural residents. Then based on the theory of planned behavior and random utility,it makes a regression analysis on the factors influencing the brand pork consumption behavior of urban and rural residents. The results show as follows： the proportion of urban consumers purchasing brand pork is higher than that of rural consumers;with the increasing of the brand trust degree of consumer,consumers prefer to choose to buy brand pork product;the brand pork consumption behavior of urban and rural residents are influenced by consumer＇s individual characteristics,such as gender, educational background, pork price, the convenience of purchasing brand pork, purchasing place, the degree of attention to pork quality security and negative news in pork market;there exists the urban-rural difference in the factors influencing the brand pork consumption behavior,and the degree of attention to pork quality security and negative news in pork market only impact the brand pork consumption behavior of urban residents.