A Research on Consumer Purchase Behavior Decision Model Directed by Quality and Safety Information – an example based on Children's Products

This article made research on: the market and consumption status of children's products as well as some of the issues faced by consumers, and the attention of consumers to the quality and safety of children's products. More specifically, the research examined the impact of product quality and safety information on consumers' decision-making behavior while purchasing children's products. As it is shown by the research, the children's product market is characterized by: first, a focus on toy products; second, a high recognition on domestic brands; third, significant differences in brand selections among consumers at different income levels; secondly, in terms of issues faced by consumers of children's products, it was found that the quality and safety issues exist in such fields as toys, food, stationery, and clothing and the irrational consumption was brought about by certain new consumption patterns. Moreover, the consumers' purchasing concerns were found mainly rooted on four aspects as safety, functionality, environmental protection, and price, there is no significant correlation between economic income and the level of attention paid to the safety of children's products; Fourthly, there is a significant correlation between consumer satisfaction and brand types, with nearly half of consumers inclined towards selecting the domestic brands. The decision on choosing domestic brands is affected mainly by such concerns as safety and reliable materials, sturdiness and durability, humanized design, and high cost-effectiveness.