Empirical Research On Consumer Buying Intentions Of Dairy Products Under The Circumstance Of Food Safety Incidents

In recent years,the frequent domestic food safety incidents has led to the less confidence in the purchase of dairy products,therefore how to enhance the purchase will become the inevitable requirement for dairy products' healthy and sustainable development.The purchase intentions of dairy enterprises should be improved,and the various factors affecting consumer purchase intentions must be analyzed and sorted.This paper,based on the research of product quality,service quality,the enterprise image,perceived risk,trust,purchase intention and so on,studies the influence factors to consumer's purchase intention in the context of food safety incidents,and the mechanism by the impact of these factors on consumer's purchase intention.Therefore,this study,whether in theory or in practice,is of great significance and value.Empirical research results show that:first,marketing,taste,service,security,brand,channel convenience have a positive impact on consumer confidence in dairy products,but the price,the visibility of these two variables and consumer confidence in dairy products are not significant.Second,the factors that affect the perceived risk of dairy products,which includes marketing,taste,price,service,safety,and brand,have a positive impact on consumer's dairy products trust,but the two variables and channel convenience are not significant.Third,trust and perceived risk have a significant impact on consumers' willingness to buy dairy products.Based on the empirical results have shown that the dairy enterprises should vigorously promote consumers purchase intention of dairy products.Dairy companiesneed to develop a systemic and scientific strategy systems,mainly including:first,formulating strict and standard quality and safety of dairy products;Second,strengthening the whole process of consumers supervision and controlling of dairy products quality;Third,improving service quality and perfecting service quality;Fourth,strengthening brand construction,and actively promoting the dairy enterprise brand image;Fifth,implementing the social responsibility,shaping dairy products enterprise environmental friendly image;Sixth,strengthening two-way communication and enhancing consumer's trust in the dairy products enterprise product;Seventh,reducing consumers' perceived risk according to the different buying characters in different stages;Eighth,effectively increasing consumers' willingness to the dairy products,which is based on the construction of integrated marketing system.