重大动物疫情下消费者决策行为影响因素研究--基于北京市消费者的调研

摘要

This paper combined surveys of risk perception and response behavior of Beijing consumers to major animal epidemic, used Ordinal Logistic Regression, through analyzing related indicators, the consumer's personal characteristics, consumer's awareness of major animal diseases, consumer's family members, influence of external information and consumer risk-averse behavior, and explored factors that influenced consumers decision-making behavior when the consumers faced a major animal disease. The results showed that personal characteristics, risk-averse behavior, cognition of the major animal diseases and other impacted on consumer decision-making behavior. Finally, the authors put forward relevant recommendations.%结合北京市消费者对重大动物疫情的风险认知及应对行为的调查，使用有序多分类Logistic回归，通过对消费者的个人特征、消费者对重大动物疫病的认知、消费者家庭成员、外界信息影响以及消费者对风险的规避行为相关指标的分析，探讨消费者面对重大动物疫病时影响其决策行为的因素，结果表明，个人特征、规避风险行为、重大动物疫病认知等对消费者决策行为有影响，并据此提出了相关建议。