The Attributes And Influencing Factors Of Consumer Segmentations By Food Safety Purchasing Behaviors

In recent years,safety certification food such as pollution-free agricultural products,green food and organic food gradually appear on the market in our country.Compared with the traditional food,the food security is relatively high,so it reduces the security risks of food market to a certain extent.Although there are more and more kinds of safety food in the market and the management of food safety has become more and more normative,food safety events are still emerging,they have appeared in people's daily life.In such a complex social environment,what kind of purchase behavior would people take under a wide variety of food and the threat of food security vulnerabilities? So this article constructed theory framework from reducing risk strategy to purchase behavior,through the 501 questionnaires by field survey in Beijing,Consumers are divided into three categories using factor analysis and cluster analysis.Then this article used multinomial logistic regression model analysis to determine the factors that affect consumer segmentation.Finally,the post-estimation of the model results was performed,and the marginal effect analysis method was used to derive the factors that changed the type of consumer purchase.The main conclusions of this paper are as follows:(1)According to the 12 purchasing behaviors,consumers are divided into three categories.Ignorable consumers do not care about the price,safety,quality certification and appearance perception of food when they buy food.Traditional consumers prefer to buy foods that are perceived as good and to pursue higher cost performance.Modern consumers prefer to buy food with high quality certification and safety quality,the price and appearance perception of food are at a moderate level.(2)Different information and trust can significantly affect consumers to enter into different purchasing groups and also change the purchasing types of consumers.Consumers search for food safety information and food brand origin information which will significantly affect consumers to enter into different purchasing groups and can change consumers' purchasing types.The importance of food safety accident information and green labeling information will have significant impact on consumers to enter into different purchasing groups and can change consumers' purchasing types.The different trust level of government information has a significant influence on consumers purchasing groups and cause consumers to be different types of purchase.The different trust level of wet market,farmers and Taobao,Tmall and Micro-business will also significantly affect the consumers' purchasing groups and change the purchasing types of consumers.(3)The score of information and trust in a medium level,modern consumers are more than 31 years old and college degree or above,traditional consumers mainly are 21-30 years old of female consumers,ignorable consumers are under the age of 20 and graduated from high school.