中国城市食品消费中的原产地效应

在国际营销研究领域,原产地因素得到了较为广泛的研究。但在中国经济飞速发展的今天,中国城市食品消费市场上,相关研究还较少。本文试图揭示中国城市消费者在食品消费时,是否出现原产地效应,以及原产地效应的影响变量问题。本文抽取北京、昆明、南昌三市共600个消费者样本,运用参数检验法进行实证研究后发现,在中国城市食品消费市场上,原产地因素对消费者的品质认知及购买意向均有显著影响。其影响变量主要有性别、收入等。

How Country of Origin Influence Chinese Urban Consumer's Food Choices

The influence of Country of Origin(COO) has been researched in the international marketing for more than 40 years,but relative researches in China market about urban consumers' food choices is seldom.This article tries to do some research in this area.Based on the literature review,this paper develops several hypotheses.The empirical study has been conducted to survey the urban Chinese food consumers in Beijing,Kunming,and Nanchang.The result shows that,in china urban food market,COO influence on consumer's food quality recognize and purchase perspective is obviously.This results implies that,for food companies,Chinese urban consumers could be investigated with the country of origin to develop the marketing strategy.