Promoting the consumption of chilled chicken is an effective strategy to prevent avian influenza and ensure food safety. However, chilled chicken faces some difficulties in marketing. Discussing the key factors influencing consumers to buy chilled chicken is significantly important to promote the sustainable and healthy development of chilled chicken industry and assure the safety of chicken under the background of avian influenza. Based on a survey data of 392 consumers from Guangdong Province and applying principal component analysis, reliability analysis, validity analysis and structure equation model, this paper analyzed consumer purchase decisions of chilled chicken and examined the effects of cognitive factors (freshness, taste, quality safety, and price) and emotional factors (habit and innovation) on consumer purchase intentions. Results show that quality safety, freshness, taste and innovation have positive influences on consumer purchase intention at different degrees, with taste having the largest influence, and habit has some negative influences. However, price has no any significant influences. Consumers' income and education levels have some positive influences, while consumers' age has some negative influences. In addition, risk perception has different moderating effects on the relationships between purchase intention and its antecedents. To promote the healthy development of chilled chicken market, this paper suggests to strengthen cold chain system construction for chilled chicken, to standardize the production process of chilled chicken, to strengthen the quality safety supervision of chilled chicken, to improve consumer acceptance of the taste of chilled chicken, to cultivate the consumption habits of chilled chicken, to expand sales channels, and to promote the marketing management of chilled chicken.%推广冰鲜鸡是有效预防禽流感、保障食品安全的重要策略,然而,当前冰鲜鸡面临市场推广难的困境.基于广东省6个市392位消费者的调查数据,运用主成分分析、信度分析、效度分析和结构方程模型方法,分析认知因素和情感因素对冰鲜鸡消费者购买动机的影响,探讨其影响机理及风险感知的调节效应.结果表明,消费者购买冰鲜鸡的动机受质量安全性、保鲜度、口感和创新性的积极影响,其中口感的影响最大.习惯会负面影响冰鲜鸡的购买动机,而消费者是否愿意购买冰鲜鸡与溢价没有显著的关系.个体特征因素中收入和学历会对消费者购买冰鲜鸡的动机有积极作用,但年龄对购买动机有消极的作用.当消费者风险感知高时,保鲜度、口感、质量安全性和创新性对冰鲜鸡购买动机的正向作用会增强,而习惯对购买动机的负向作用会减弱.因此,亟须加强冰鲜鸡冷链冷藏体系建设,提高冰鲜鸡的保鲜度;规范冰鲜鸡生产加工流程,加强冰鲜鸡质量安全监管;提高消费者对冰鲜鸡口感的认可度,培养冰鲜鸡消费者习惯;拓展冰鲜鸡销售渠道,推进冰鲜鸡营销宣传.
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