消费者对营养健康信息的搜寻行为及其影响因素分析——基于北京市消费者的调查
Consumer’s seeking Behavior and Its Determinants of Nutrition and Health Information ------ Based on the Survey of Consumers in Beijing

本文通过调查北京市消费者对营养健康信息的搜寻情况，运用方差分析和多元有序Logit回归模型，研究了消费者对营养健康信息的搜寻行为及其影响因素。结果显示，目前消费者对营养健康信息的搜寻意识相对较高，电视节目、网络和食品营养标签是主要的信息渠道；消费者对营养健康信息的搜寻行为与其年龄、受教育水平等社会经济特征密切相关；家庭食物购买的参与程度、营养意识、膳食知识和知识背景等因素显著影响其对营养健康信息的搜寻频率，营养和健康需求程度越高、信息搜寻和理解能力越强的消费者对营养健康信息的搜寻越频繁；由于各类营养健康信息渠道的自身属性不同，消费者表现出差异化特征。
Based on the survey of consumers in Beijing, we conducted variance analysis and ordered Logit regression to analysis consumers’ seeking behavior and its determinants of nutrition and health information. The results illustrated that consumers’ awareness of seeking nutrition and health information are relatively high, and the main sources are TV programs, network and nutrition labels. Consumer’s seeking of nutrition and health information are characterized by social-economic variables, such as age and education. Food involvement, dietary awareness, nutrition knowledge and knowledge background also affect the seeking frequency. The demand for nutrition and health as well as the ability to understand information affect the seeking frequency positively. Since there are different characteristics of various nutrition and health information channels, consumers show differentiated features.