| As a highly sensitive food for product safety,the occurrence of Sanlu milk powder incident reduced the acceptance of domestic infant milk powder by consumers.Since the incident,the government has attached great importance to the monitoring of product safety in the infant milk powder market,and has made substantial rectification in production standards,regulatory measures and market access.Although the safety of domestic infant milk powder products has been reliably guaranteed under strict government supervision,consumer acceptance of domestic infant milk powder continues to decline.Because product safety of infant milk powder has the high importance and the perception fuzziness,the safety trust has become the important influence factor of consumer's purchase behavior of domestic infant milk powder,at the same time,consumers' trust in infant milk powder depends on their trust in the ability and willingness of relevant subjects to ensure product safety.In addition,the statistics show that the purchase behavior of domestic infant milk powder by different consumer groups is quite different.So,what kind of state is consumer's safety trust to domestic infant milk powder? How does the consumer's trust in different subjects affect the purchase behavior of domestic infant milk powder? Why are there differences in purchasing behavior among different consumer groups? This study will further explore the above problems.Based on Information Asymmetry Theory,Consumer Behavior Theory and Theory of Planned Behavior,this study revised and expanded the traditional Theory of Planned Behavior based on Chinese cultural background and infant milk powder product characteristics.And consumer safety trust of domestic infant milk powder is further divided into government trust,producer trust,social regulator trust and import product trust.On this basis,the theoretical analysis framework of influence mechanism of safety trust on consumer purchase behavior of domestic infant milk powder is constructed.Based on mature scale of the existing literature and in-depth interview,this study designed the questionnaire after many revisions,collected the data by the way of network electronic questionnaire.In the eastern,central,western and northeast regions,seven cities,namely Beijing and Guangzhou(first-tier cities),Zhengzhou and Harbin(second-tier cities),Hohhot and Yinchuan(third-tier cities)and Mudanjiang(fourth-tier cities),were selected as research sites.Using equal sample snowball method,100 questionnaires were distributed,and 604 valid questionnaires were obtained.Based on the necessary descriptive analysis of sample data using descriptive statistical analysis,independent sample T test and single factor analysis of variance,using structural equation model to analyze the influence mechanism of safety trust on purchase behavior of domestic infant milk powder,the multi-group structural equation model was used to explore the moderating effects of five demographic characteristics: gender,number of children,monthly income of all family members,education level and living area between security trust and purchase behavior.Theoretical and empirical analysis leads to the following main conclusions:In the empirical analysis of the influence mechanism of safety trust on the purchase behavior of domestic infant milk powder,First of all,the study makes a descriptive statistical analysis on consumer safety trust and purchase behavior of domestic infant milk powder,the study found that with regard to the degree of safety trust,the ranking of consumers' trust in the four subjects is government trust > social regulator trust > producer trust > import product trust,government trust is between a little trust and a lot of trust,the other three subjects are between uncertainty and a little trust;In terms of purchasing behavior characteristics,the proportion of consumers who buy domestic infant milk powder is slightly higher than the import in the country of product,the main purchasing channels are mother and child shops,supermarkets and formal e-commerce platforms,and the average price of products is on the high side,with 78.8% above 200 yuan.Then the structural equation model is used to analyze the relationship between explanatory power and variables,the study found that in terms of model explanatory power,the explanatory power of three models of traditional,modified and extended Theory of Planned Behavior to consumers' purchase intention and purchase behavior of domestic infant milk powder is ranked as: extended Theory of Planned Behavior > revised Theory of Planned Behavior > traditional Theory of Planned Behavior;In relation to variables,behavior attitude,group consciousness and perceived behavior control have a significant influence on the purchase intention of domestic infant milk powder,perceived behavior control and purchase intention have a significant influence on purchase behavior of domestic infant milk powder,among them,the total effect and direct effect of purchase intention are the largest,and the indirect effect of behavior attitude is the largest.Among the safety trust variables,producer trust and import product trust affect the purchase behavior through behavior attitude,and government trust affects purchase behavior through purchase intention,among which,the indirect effect of producer trust on the purchase behavior is the largest.In the analysis of the role of demographic characteristics in regulating the relationship between safety trust and purchase behavior of domestic infant milk powder,First of all,this study compared and analyzed the safety trust degree and purchasing behavior characteristics of consumers with different demographic characteristics,and used independent sample T test and single factor analysis of variance to test the difference significance,the study found that with regard to the degree of safety trust,in addition to the number of children,gender,monthly income of all members of the family,education level,and living area have significant regulatory effects on consumers' safety and trust;With regard to the characteristics of purchasing behavior,in terms of product country and purchasing channel gender has no obvious regulating effect on the country of products purchased by consumers,but has a significant regulating effect on purchasing channel,the number of children had no obvious effect on both,monthly income of all family members,education level and living area have a clear moderating effect on the countries and channels of products purchased by consumers.In addition,the above demographic characteristics have no significant regulating effect on product prices.Then,the multi-group structural equation model was used to analyze the regulating effect of demographic characteristics variables on safety trust and purchase behavior of domestic infant milk powder.The study found that all demographic characteristics had no significant moderating effect on the relationship between behavior attitude and purchase intention,group consciousness and purchase intention,purchase intention and purchase behavior,and producer trust and behavior attitude;The face consciousness of consumers in the first-child and below group,the high-income group,and the first and second tier city groups has a more significant effect on their purchase intention of domestic infant milk powder,and there is no significant regulating effect on gender and education;Perceived behavior control of consumers in female group,first-child and below group,low-income group,low-education group,third and fourth tier cities and county group has more influence on the purchase intention or purchase behavior of domestic infant milk powder;Import product trust of consumer in first-child and below group,city group and female group has a more significant effect on their behavior and attitudes,with no significant moderating effect on education level and monthly income of all family members;Government trust of consumers in male group,one-child group and below group,high-income group has a great influence on their purchase intention,and there is no significant adjustment effect in education level and living area.In addition,import product trust of consumer in high-income group and the first and second tier city group significantly affected purchase intention of domestic infant milk powder.Based on the theoretical relationship and empirical results between safety trust and consumer's purchase behavior of domestic infant milk powder,the study puts forward some countermeasures and suggestions to promote the purchase behavior of domestic infant milk powder from three aspects,including making full use of consumer group consciousness,trying to promote consumer safety trust and implementing differentiated marketing strategy.In the aspect of making full use of consumer group consciousness,we mainly start with using social relations to increase the number of consumers,using authoritative power to improve the effectiveness of product propaganda,and using praise effect to establish a good reputation;In efforts to enhance consumer safety trust,we mainly start with improving government product safety supervision and strengthening consumer perception,improving the ability of product safety assurance and deepening consumer awareness,ensuring the authenticity of information released by social regulators and increasing consumer trust;In the overall implementation of differentiated marketing strategy,we mainly start with implementing differentiated sales models,providing differentiated products and services,adopting differentiated publicity methods. |
PDF Full Text Request