儿童用品中有害化学物质风险认知对消费意愿影响研究

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The Impact of Risk Perception of Hazardous Chemicals in Children's Products on Consumer Purchase Intentions

SUN YanqingHAl Yuxin CHEN Xinlan ZHANG Meijiao HUWenxian （China University of Mining and Technology，Beijing）

Abstract： [Objective] To explore consumers'risk perception and purchase intention regarding the harmful chemical formamide inchildren's products，withaspecific focusonchildren's crawling mats，and providereferences forpromoting the developmentof thechildren's products market （with anemphasis oncrawlingmats）and enhancing child safetyprotection. [Methods]Atotalof682validresponseswerecolectedthroughanonlinesurvey.Logisticregressionandstructuralequation modeling （SEM） were applied to analyze consumer perceptions，WTP，and the infuencing factors.[Results]Overall， 74.78% （20 ofrespondents indicateda wilingnesstopayapremium forsafercrawling mats.Femaleconsumers，married individuals，and those living in higher-tier cities were more likely to express a wilingness to pay.More than 70% ofrespondents reported high levelsofconcernregarding thesafetyofcrawlingmats.Notablypriorpurchaseexperiencehadasignificant negative impact on product recommendation willingness （P<0.05 ）.[Conclusion] The findings can provide reference for the development of safety standardsand pricing guidelines forformamide inchildren’s crawling mats，aiming toachievea win-win situation for governments，businesses，and consumers.

Keywords： children's crawling mat; hazardous chemicals; risk perception; willingness to pay

0 引言

儿童爬行垫在婴儿房、幼儿园、商场及快餐店的儿童活动区等场所大量使用。（剩余7394字）