The Research On The Consumer Purchase Intention To Poultry Products Under The Risk Of Avian Influenza

This article topics major in the risk of avian influenza under realistic background, towards the poultry food safety issues consideration. Our country has always been a poultry production, consumption and trade power. China's meat production 85.36 million tons, accounting for 50% of world meat production in 2013, ‘no chicken not a seat' has become in many parts of the convention spending habits. However, the outbreak of avian flu to the poultry industry has brought great destruction. The poultry meat production in 2014 is another landslide compare to 2013 after the first negative growth, there were more than 40 million poultry farmers, as well as thousands of companies involved in the industrial chain of nearly 100 million people being implicated. After the outbreak of avian flu, when the media event of such a wide range of negative reports, which will result in overestimation of perceived risk(Slovic, 2000) causing fear and other psychological. Avian flu outbreak cause the consumer demand for egg products dropped significantly, leading to short-term market prices fell sharply, thus breaking the existing market equilibrium(Zhao, 2015) in the short term.Based on this, the author conducted a literature search exploratory, try to identify avian influenza, food safety issues and the associated purchase intention papers. After a month-long search, I retrieved a number of relevant literature, and its classification and simple to read. In this process, I found that the current domestic and international research studies on avian flu mostly concentrated in pathology research, the field of management literature about avian flu was rare, even though some studies have fragmented, yet the poultry products under the specific context of purchase intention, in addition to studies under similar background. Therefore, this article from the consumer point of view, built on the purchase intention to poultry products model under the risk of avian influenza consumer background, through the seven districts of Guangzhou City 330 consumers empirical research, analysis the purchase intention poultry products for consumers under the risk of avian influenza background.The results showed that: the degree of concern for consumers avian influenza is relatively high, ways of interest mainly from other television, network and newspaper media, poultry products are the main products of the most common household daily consumption, even during the avian influenza, there are also a large number of consumers are willing to buy poultry. But survey results also reflects that avian flu outbreak on poultry products have had a generally negative impact on consumers and their perceived risks are relatively high, consumers' confidence in pessimistic more than the optimistic. Through the SEM empirical test also found that under the risk of avian influenza background, first, the attitude of consumer behavior have a significant positive effect on the confidence of optimism, and their pessimism confidence has a significant negative effect; Second, consumers perceived risk of its optimism confidence has a significant negative impact, and its pessimistic confidence have significant positive effect; Third, pessimistic confidence have a significant negative impact on their purchase intention, and optimistic confidence towards to the purchase intention was not significant; Fourth, the perceived risk of consumers have a significant negative impact on their behavior attitude, the behavior attitude towards to the purchase intention was not significant. Fifth, the consumer's subjective norms have a significant positive impact on their perception of risk, and the purchase intention is not significant. Sixth, the perceived risk of consumers have significant negative impact to the purchase intention. Finally, on this basis, this paper presents the corresponding countermeasures.