Analysis of Consumers' Trust in Imported Infant Milk Powder and Its Influencing Factors

摘要

This paper took the trust degree of consumers to import infant milk powder safety as a dependent variable, took the consumer's age, education level, gender, marital status, fertility status, family income and other 12 factors as explanatory variables, analyzed the consumers' trust in imported infant milk powder and its influencing factors. 303 valid questionnaires were obtained by questionnaire, and the regression results were run by logistic method, and the conclusion was that most Chinese consumers held a high degree of trust in imported infant milk powder, and consumers' age, education level, income, purchase channels, consumer safety awareness and other factors have a significant positive impact on the degree of trust.