中文摘要：

基于南京市167位婴幼儿奶粉消费者的调查数据，研究消费者认知、风险感知、信任和支付能力等因素对购买行为的影响。统计结果表明，消费者对婴幼儿奶粉信息的关注程度较高，网络、亲朋交流、广播电视和报纸杂志是消费者了解信息的主要渠道，但对信息的了解程度有限；消费者信任程度比较低，且更偏向于相信进口奶粉比较安全，多数人愿意为奶粉安全支付额外费用；安全和品牌是消费者购买婴幼儿奶粉考虑得比较多的一个因素。进一步的实证分析结果表明，安全是消费者购买婴幼儿奶粉时最重要的考虑因素；支付能力是影响消费者所购奶粉价位的主要因素；消费者认知程度越高、支付能力越强越倾向于购买进口奶粉；消费者的受教育程度、认知程度与风险感知程度越高越不会买出过安全事故的奶粉，但信任程度越高则有很大可能还会继续购买出过奶粉安全事故的奶粉。

英文摘要：

Using the method of statistical analysis, the paper takes Nanjing as an example and makes research on the influence factors such as consumers＇ cognitive ability, risk perception, trust, payment ability and some other external factors exerting on purchase behavior through survey of 167 consumers of infant milk powder. The paper draws following core conclusions. Firstly, security is the most important consideration when consumers buy infant milk powder. Secondly, payment ability is the main influencing factors. Thirdly, consumers tend to buy imported milk powder provided their cognitive ability and payment ability are stronger than common. Lastly, consumers with higher education level, cognitive ability and risk perception are more unwilling to buy infant milk powder having security problems. Meanwhile, consumers with higher trusty level are more likely to buy infant milk powder having security problems.