儿童用品中有害化学物质风险认知对消费意愿影响研究

摘要：

【目的】探讨消费者对儿童用品中有害化学物质甲酰胺的风险认知和消费意愿，主要以儿童爬行垫为例，为推动 儿童爬行垫市场发展及儿童安全保障发展提供参考。【方法】通过线上调查收集682份有效问卷，运用Logistic回归和结 构方程分析消费者对儿童爬行垫中有害物质的风险认知、消费意愿及其影响因素。【结果】消费者整体表现出较高的溢价 支付意愿（74.78%）。女性、已婚、所在城市等级较高的消费者对溢价的支付意愿较大。70%以上的消费者均表现出对儿童 爬行垫安全问题有着较高的担忧。消费者的购买经验显著负向影响产品的推荐度（P<0.05）。【结论】对消费者的风险认知及限量变化对支付意愿的影响的研究，可以为政府制定儿童用品甲酰胺限量及对应的价格标准等相关标准提供参考，以期促进政府、企业及消费者的利益共赢。

Abstract:

[Objective] To explore consumers' risk perception and purchase intention regarding the harmful chemical  formamide in children's products, with a specifi c focus on children's crawling mats, and provide references for promoting the  development of the children's products market (with an emphasis on crawling mats) and enhancing child safety protection. [Methods] A total of 682 valid responses were collected through an online survey. Logistic regression and structural equation  modeling (SEM) were applied to analyze consumer perceptions, WTP, and the infl uencing factors. [Results] Overall, 74.78% of respondents indicated a willingness to pay a premium for safer crawling mats. Female consumers, married individuals, and  those living in higher-tier cities were more likely to express a willingness to pay. More than 70% of respondents reported high  levels of concern regarding the safety of crawling mats. Notably, prior purchase experience had a signifi cant negative impact  on product recommendation willingness (P < 0.05). [Conclusion] The fi ndings can provide reference for the development of  safety standards and pricing guidelines for formamide in children’s crawling mats, aiming to achieve a win-win situation for  governments, businesses, and consumers. 

 引用格式：孙延青，海宇欣，陈馨兰，等.儿童用品中有害化学物质风险认知对消费意愿影响研究[J].标准科学，2025(8):65-72.

基金项目：本文受国家重点研发计划项目“儿童用品中吸入性化学应激源限量研究”（项目编号：2022YFF0606205）；中央高校 基本科研业务费专项资金项目“儿童用品化学物质用量的消费者风险认知与情感分析”（项目编号：202405031）； 中国矿业大学（北京）大学生创新训练项目“儿童用品化学物质用量的消费者风险认知与情感分析”（项目编号： 202405031）资助。 

作者简介：孙延青，本科生，研究方向为大数据管理与应用。 海宇欣，本科生，研究方向为管理会计。 陈馨兰，本科生，研究方向为信息系统管理。 张梅娇，本科生，研究方向为产业政策。 胡雯娴，通信作者，硕士研究生，研究方向为社会经济影响评价。