摘要
为了促进农村牧区乳制品消费市场的健康发展,本研究依据内蒙古自治区的东部、中部及西部5个盟市的544份农牧户问卷调查结果,在对农牧民乳制品质量安全的风险感知、对乳制品加工企业的信任情况、对乳制品品牌的满意度、对政府监管乳制品市场的信任度及农牧民对乳制品购买意向和行为统计描述分析的基础上,运用结构方程模型验证它们之间的关系。结果表明:农牧民对乳制品质量安全表现出一定的担忧,但对乳制品加工企业的信任情况、乳制品品牌的满意度、政府监管乳制品市场的信任度较高;此外,农牧民对乳制品有比较高的购买意向,且农牧民购买乳制品的种类以保质期较长的奶茶粉、奶粉等为主,购买种类比较单一;农牧民对乳制品质量安全的风险感知、质量水平的信任、政府监管的信任及品牌的信任均通过购买意向在1%水平上显著影响其购买行为。其中,除了风险感知极显著负向影响购买行为外,其余三个因素均正向影响购买行为。基于此,乳制品企业在产品质量的提高方面要不断下功夫,政府要加大对乳制品市场监管的力度,不断提高公信力,加大农牧区乳制品消费的宣传工作,提高农牧民对乳制品消费的信心和认知,引导农牧民对乳制品多样化的消费,以促进乳业在农牧区的可持续发展。
In order to promote the healthy development of rural dairy consumption markets,this study used questionnaire of 544 farmers and herdsmen in five cities in the eastern,central,and western regions of Inner Mongolia.Based on the risk perception of dairy product quality and safety of farmers and herdsmen,the trust of dairy product processing enterprises,the satisfaction of dairy product brand,the trust of government supervision of dairy product market,and the statistical description and analysis of farmers and herdsmen's purchase intention and behavior of dairy products,the relationship among them was discussed by using structural equation model.The results showed that farmers and herdsmen had some concerns about the quality and safety of dairy products,but they had high trust in dairy processing enterprises,dairy brand and government supervision of dairy products market.In addition,farmers and herdsmen had relatively high purchase intention for dairy products,and the types of dairy products purchased by farmers and herdsmen were mainly dairy products with a long shelf life such as milk tea powder and milk powder,and the types of purchase were relatively simple.The risk perception,quality level trust,government supervision trust and brand trust of farmers and herdsmen on the quality and safety of dairy products significantly affected their purchasing behavior at 1%level through purchase intention.Among them,except that risk perception had a significantly negative impact on purchasing behavior,the other three factors all had positive impacts on purchasing behavior.Based on this,dairy enterprises should continue to work hard to improve product quality.Government should increase the intensity of dairy market supervision and continuously improve credibility and to improve publicity of the dairy consumption in rural areas to improve the confidence and cognition of farmers and herdsmen in dairy consumption and guide them to diversify the consumption of dairy products for the promotion of sustainable development of dairy industry in rural areas.
作者
乌云花
玛丽卡
永梅
张良英
杜义日格其
Wuyunhua;Malika;YONG Mei;ZHANG Liangying;Duyirigeqi(College of Economics and Management,Inner Mongolia Agricultural University,Hohhot 010019,China)
出处
《黑龙江畜牧兽医》
CAS
北大核心
2024年第12期1-8,共8页
Heilongjiang Animal Science And veterinary Medicine
基金
国家自然科学基金项目(72163024)
内蒙古自治区教育厅创新团队项目(NMGIRT2223)。
关键词
乳制品
风险感知
信任
购买行为
农牧民
dairy product
risk perceptions
trust
purchase behavior
farmers and herdsmen
