液态奶品牌的消费者感知与信任研究

Brand Perceptions and Consumer Trust of Liquid Milk

摘要: 随着我国乳业监管和品牌建设力度的加强，产生了如伊利、蒙牛等多个乳制品品牌，但消费者对国内乳制品依旧缺乏信任，进口液态奶的需求逐年递增，因此，找出影响消费者信任的因素，对于重建国内乳制品消费信心有着重要的意义。通过对广东省600份调研数据的整理，采用TAM/TPB模型综合分析消费者的品牌感知与消费者信任的内在影响。结果表明：消费者感知和认知是影响消费者满意度和信任的重要变量，其中，感知价值起到了主要的作用，特别是感知风险还直接负向影响到消费者信任，导致消费者的品牌信任程度降低，解释了食品安全危机事件后，消费者对国产乳制品的感知风险更加敏感的原因。

Abstract: With the strengthening of the supervision and brand construction in dairy industry, a number of domestic dairy brands, such as Erie and Mengniu have been merged. However, the consumers are still lack of trust in domestic dairy products, and the demand for imported liquid milk has in-creased year by year. Accordingly, finding out the factors that affect consumer trust presents a significance meaning to rebuild the public’s confidence in domestic dairy consumption. Based on the data of 600 surveys in Guangdong Province, this research uses TAM/TPB Model to test the in-ternal influences of consumer brand perceptions and consumer trust. The results show that con-sumer perception and consumer cognition are important variables that affect consumer satisfaction and consumer trust. Among which, perceived value plays the vital role, especially perceived risks have direct negative influence on consumer trust, resulting in a lower degree of consumer brand trust, explaining that the consumers in domestic become more sensitive to perceived risk of domestic dairy products after the food safety crisis events.