福建省品牌鸡蛋消费影响因素研究--以福州、厦门地区为例

以福州、厦门地区品牌鸡蛋消费者为研究对象,运用因子分析法探究影响品牌鸡蛋购买的主要因素,再采用结构方程模型分析鸡蛋消费行为、鸡蛋属性、品牌效应之间相互关系。结果表明:鸡蛋属性和品牌效应直接影响消费者对品牌鸡蛋的购买,此外品牌效应还通过影响鸡蛋属性间接影响消费。在鸡蛋属性方面消费者主要关注安全问题,在品牌效应中消费者主要关注价格因素其次是鸡蛋品牌。因此,企业首先要提高品牌鸡蛋品质,制定合理价格,以加强消费者对品牌鸡蛋的信任程度并促进该行业的健康、可持续发展。

Influencing Factors of Brand Egg Consumption in Fujian Province--Take Fuzhou and Xiamen as Examples

Taking consumers of brand eggs in Fuzhou and Xiamen as research objects, using the factor analysis method to explore the main factors influencing the brand eggs purchase, and then used structural equation model to analyze the relationship between egg consumption behavior, egg attribute and brand effect. The results showed that egg attributes and brand effects directly affected consumers′ purchase of branded eggs. In addition, the brand effect also affected consumption indirectly by affecting the attributes of eggs. In terms of egg attributes, consumers were mainly concerned with safety issues. In the brand effect, consumers mainly focused on price factors, followed by the egg brand.Therefore, enterprises must improve brand egg quality, reasonable pricing, in order to strengthen consumer confidence in the brand and promote the health of the egg industry′s sustainable development.