| China is a big country of pork consumption,with the continuous improvement of living standards,consumers demand for pork products happening the transition from quantity to quality.However,with at home and abroad,such as "meat water","clenbuterol" and other food safety incidents occur frequently,so that consumers in the purchase of products exist to varying degrees of anxiety,so food safety problem also went on to become the focus of public attention.In the face of this problem,the government and pork processing enterprises should strengthen the monitoring and management of food safety activities,at the same time,consumer is the pork industry chain in the terminal part of the final point of the person,they on the issue of food safety attitudes and consumption behavior determines the realization of the market value of the food,and of the government and food industry behavior choice to produce profound influence.Therefore,the in-depth study of consumers in food safety risk attitude and factors which influence the purchasing behavior,to strengthen food safety market governance and pork industry chain terminal competitive formation has important significance.The pork product has a typical "experience good" and "credence goods" feature that consumers can be confirmed only after the consumption of certain characteristics of the product,and even endanger their safety can’t be confirmed before the consequences;secondly,because the market information is not symmetrical reasons,pork production and processing more than those who hold the real consumer information about the products,so pork consumer product safety in the face of this uncertainty in the purchase of the product is usually chosen to maximize to avoid the risk of products,that generate the final consumer buying behavior is the result of its own process to avoid risks,so this paper to study consumer buying behavior from the perspective of risk perception is the study of how consumers adopt risk-averse strategy explore risk perception in the consumer behavior process plays what role.This paper reviews the research scholars factors on pork consumer risk perception and buying behavior;secondly,combined with the specific circumstances of China’s brand pork consumption,in-depth interviews on the part of consumers,from the interview results in the extraction of product quality,technical support,brand promotion,consumer environment,brand reputation five influence factor;finally,through factor analysis,structural equation model(SEM),multi group analysis method,studied the influential factors on consumer purchase behavior and the extent of risk perception and significant,and by region classification,respectively compare to northern and central south of Jiangsu,samples,and draw the corresponding conclusion.The results of the study indicate that the quality of the products,technical support,brand promotion,consumer environment,brand reputation five factors of customer’s perceived risk have significant negative effect,also to consumer purchase intention have significant positive effects,the intermediary variables of perceived risk to consumers purchase buy intention will have a significant negative impact.In the influence degree and technical support to the greatest effect on the reduction in risk perception,followed by the consumption environment and the quality of the products;consumption environment on consumers’ purchase will influence biggest,followed by the product quality and brand reputation.According to the area as a moderator to sample the multi group analysis,northern consumers’ perceived risk is weak,with Sunan consumers on risk perception is sensitive,Jiangsu Province product quality,technical support and brand reputation to buy intention of strong southern in addition to the brand reputation other factors influencethe willingness to purchase reached significantly.The impact on purchase intention with the region southward progressively increasing trend of various factors. |
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