婴幼儿奶粉消费者购买行为的影响因素分析62714.pdf

14 1 ( ) Vol.14 No.1 2013 2 Journal of Hunan Agricultural University (Social Sciences) Feb. 2013 婴幼儿奶粉消费者购买行为的影响因素分析 ——基于南京市 167 位消费者的调查数据 刘 华 a,b ，陈 艳b (a.b. 210095) 摘 要167 关 键 词 中图分类号：F416.82 文献标志码：A 文章编号：1009-2013(2013)01-0022-07   Influence factors for consumers buying infant milk powder: Based on the survey data of 167 consumers in Nanjing city LIU Hua a,b, CHEN Yan b (a.College of Economics and Management; b. China Center for Food Security Research, Nanjing Agriculture University, Nanjing 210095, China) Abstract: Using the method of statistical analysis, the paper takes Nanjing as an example and makes research on the influence factors such as consumers’ cognitive ability, risk perception, trust, payment ability and some other external factors exerting on purchase behavior through survey of 167 consumers of infant milk powder. The paper draws following core conclusions. Firstly, security is the most important consideration when consumers buy infant milk powder. Secondly, payment ability is the main influencing factors. Thirdly, consumers tend to buy imported milk powder provided their