上海市消费者网购进口食品质量安全风险认知及规避行为研究

发布时间：2018-06-16 01:10

本文选题：网购进口食品 + 质量安全　；参考：《上海海洋大学》2017年硕士论文

【摘要】：随着中国经济水平的提升、城市居民生活节奏的增快,拥有高消费力的“上班族”鲜有时间实地选购生活中必须的食品,这一现状决定了我国网购食品良好的市场前景毋庸置疑。同时进口食品凭借其良好的品质,新奇的口味,精美的包装等优点一直受到我国消费者的欢迎,近年来我国进口食品销售量不断攀升,相信在不久的未来,通过网购消费进口食品将成为我国消费者的日常。然而由于网络本身带有虚拟性、隐蔽性以及监管缺失等弊病,加之网购进口食品从生产到供应伴随着程序上的复杂性、时间上的滞后性,诸多因素为网购进口食品质量安全的监管带来了很多困难。因此,从消费者的角度出发,研究网购进口食品领域存在消费者安全风险的认知以及分析消费者的风险规避行为就具有很大的意义。论文立题前提是鉴于我国网购进口食品前景大好,学术领域相关研究较少。本文先是分析进口食品网购在我国目前的发展现状及存在的问题,进而着重从社会心理因素和人口特征变量两个方向分析我国消费者网购进口食品过程中安全风险认知方面的影响要素,并对消费者风险规避行为偏好进行分析,并在得出上述结论以后进行总结概括,提出网购进口食品的监督管理建议。研究意义在于,本文是基于目前的消费趋势,调查分析我国消费者对于网购进口食品的风险认知和风险规避行为。这一研究将会丰富和完善现有的食品网购消费行为研究框架,补充进口食品方面的消费者网购行为研究。研究主干划为两个部分:第一部分研究采取主成分分析法和多元回归模型定量分析社会心理要素对消费者网购进口食品安全风险认知的影响,并采用单因素方差法研究人群特性对食品质量风险认知的影响。归纳得出干扰这些认知的主要社会心理因素可以归纳为五个因子:产品吸引、质量承诺、售后服务、运输保障、购买经历。从显著性水平来看,运输保障因子、购买经历因子对消费者在“时间”、“性能”、“心理”3个方面的风险认知均产生显著影响。与实际相联系,优秀的运输保障的确可以大大缓解商品新鲜度不足、退换货耗时长的问题,也可以尽快让消费者接触实物,从而心理上的不安得到舒缓;而良好的购物经历往往能直接决定消费者的后续购买行为。这表明本文实证分析成果与社会现实情况相符。人口特征变量的分析得出年龄、城乡人口和受教育程度对三个风险认知作用明显,其中年龄差异与消费者在时间和心理方面的风险认知呈负相关,与性能方面的风险认知呈正相关,这与中老年人生活节奏慢,心理承受能力强,相对更加重视商品质量的现实情况吻合。在城乡人口的结果差异方面,消费习惯、消费环境等方面的差异可能是产生风险认知差异的主要原因原因。教育水平与三个风险认知均呈正相关,且风险认知均值数值均随受教育年限的增加有显著提升,说明随着消费者文化水平的提升,会更加容易全面的感知到风险。第二部分经过因子数值矩阵的整理,对每个风险规避行为因子的均值进行排序,按照消费者偏好值高低从大到小降序排列,结果为:信息搜集决策判断需求产生购后反馈。这说明消费者最倾向于事先通过完善信息搜集将存在风险最小化,在进行消费决策时采用谨慎的决策也是消费者较为偏爱的规避分险手段,而减少消费需求和向有关部门进行购后反馈此类亡羊补牢的举措则是消费者最后选择采取的风险规避手段。通过消费者群体特征分析我们发现,青年人,高学历人群以及较高收入人群在信息搜集阶段的表现更为突出,这可能是由于这些人群普遍思想更为开放,信息搜集能力相对更强,而且这些人群普遍对网络购物这样的生活方式有更高的需求。因此,进口食品电商应当着力于针对上述人群的市场开拓。此外,网购进口食品购买后的风险规避被很多人所忽视,且大部分人群都倾向于在购买准备阶段和购买决策阶段进行风险规避。这样的行为一定程度上是从源头规避了网购进口食品的风险,但也反映出我国消费者对维权环节的轻视。我们应该设法让消费者认识到良好的售后保障承诺对风险的规避作用。
[Abstract]:With the improvement of China's economic level, the pace of urban residents' life is increasing, and there is little time for the "office workers" to choose and buy food that must be needed in life. This situation determines the good market prospect of online shopping in China. At the same time, the imported food is based on the good quality, the novelty taste and the exquisite package. It has been welcomed by Chinese consumers. In recent years, the sales of imported food in China are increasing. In the near future, the consumption of imported food through online shopping will be the daily of our consumers. However, the network itself has the disadvantages of virtual, concealment and lack of supervision, as well as the import of food from the net. With the complexity of the supply process and the lag of time, many factors have brought many difficulties to the supervision of the quality and safety of the food imported from online shopping. Therefore, from the perspective of consumers, it is very important to study the perception of the consumer safety risk in the field of online shopping import food and the analysis of the risk aversion behavior of consumers. The premise of the thesis is that in view of the great prospect of China's online purchase of imported food, there are few related studies in the academic field. This paper first analyzes the current development status and existing problems of the net purchase of imported food in China, and then focuses on the analysis of the process of purchasing food imported from China's consumers online from two aspects of social psychological factors and demographic variables. The factors affecting the cognition of security risk are analyzed, and the consumer risk aversion preference is analyzed. After the conclusion is drawn up, the supervision and management suggestions are put forward. The research significance is that this article is based on the current consumption trend and investigates and analyzes the consumers of our country for online purchase of imported food. This study will enrich and improve the existing research framework for the consumption behavior of food online shopping and supplement the consumer online shopping behavior of imported food. The main part is divided into two parts: the first part studies the quantitative analysis of social psychological factors by the principal component analysis and the multi regression model. A single factor variance method is used to study the influence of population characteristics on food quality risk cognition. It is concluded that the main social psychological factors that interfere with these cognition can be summed up as five factors: product attraction, quality commitment, after-sales service, transportation support and purchase experience. Level of view, transportation security factors, purchase experience factor has a significant impact on the consumer's 3 aspects of "time", "performance" and "psychological". As a result, a good shopping experience often directly determines the consumer's subsequent purchase behavior. This shows that the results of the empirical analysis are consistent with the social reality. The analysis of demographic variables shows that age, urban and rural population and education range are obvious to three risk cognitive functions, of which age The difference is negatively related to the consumer's risk cognition in time and psychology, and is positively related to the risk perception of performance, which is consistent with the living rhythm of the middle-aged and the elderly, the strong psychological endurance, and the relative importance of the quality of the goods. The difference may be the main cause of the risk perception difference. The level of education is positively related to the three risk cognition, and the value of the risk cognition increases significantly with the increase of the number of years of education. It shows that with the promotion of the consumer's cultural level, the risk can be more easily perceived. The second part passes through the factor numerical matrix. Sorting, sorting the mean value of each risk aversion factor and arranging from large to small in accordance with the value of consumer preference. The result is: information gathering decision needs to produce post purchase feedback. Prudent decision making is also a preferred means to avoid risk, while reducing consumer demand and buying feedback from the relevant departments is a risk aversion to consumers' final choice. Through the analysis of consumer groups, we find that young people, highly educated people and higher income groups are in the market. The performance of the information gathering stage is more prominent, which may be due to the wider openness of the people, the relatively stronger ability to collect information, and the higher demand for such lifestyles such as online shopping. The risk aversion after food purchase is ignored by many people, and most of the people tend to risk aversion in the purchase preparation stage and the purchase decision stage. This behavior to some extent avoids the risk of online purchase of food imported from the source, but also reflects the disdain of our consumer on the rights link. We should try to make it possible. Consumers recognize the risk aversion role of good after-sale guarantee commitment.
【学位授予单位】：上海海洋大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F752.61;F426.82

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