基于计划行为理论的合肥居民茶叶消费行为意向影响因素研究

发布时间：2018-09-18 17:50

【摘要】：我国是世界上首个发现并开始利用茶叶的国家,具有悠久的饮茶历史。由于茶叶自古就受到文人和上层社会等的喜爱,有了“琴棋书画诗酒茶”的说法,又因为茶叶作为一种健康的饮品,推广极为广泛,被列为“柴米油盐酱醋茶”开门七件事之一。可见作为我国优势农产品之一,茶叶是可以帮助部分山区百姓摆脱贫苦,走向小康社会的重要经济来源之一。现代社会由于经济发展快速,都市生活压力大等原因,茶叶消费者的消费观念自然也在不断发生变化,那么如何识别个体的茶叶消费行为意向不仅是茶叶企业关注的问题也是相关部门以及产茶山区政府关注的问题。对于进一步扩大我国茶叶内需也有一定的促进意义。由于茶叶在一定程度上表现出产能过剩,且消费是一切经济活动的最终目的,因此茶叶消费行为的研究引起了我国许多学者的关注,但主要是针对消费行为特点进行描述,或者利用消费行为理论的二因素论对茶叶消费的行为进行统计描述性分析,很少学者通过心理学或者社会学的角度对茶叶消费行为意向进行研究。本文通过查阅与茶叶较为相似的产品比如绿色食品、中草药等消费意向的研究,选定了计划行为理论作为本文研究的理论框架,通过文献检索得知,在2017年3月前几乎没有学者运用计划行为理论对茶叶消费行为进行研究,因此本文结合消费行为理论,以及过去学者对茶叶消费行为的研究综合考虑,构建了茶叶消费行为意向的计划行为理论模型,根据相关理论分析提出本研究的假设,试图从理论和实证的角度探索茶叶消费行为意向的影响因素,从而为茶叶产业的发展提出相关建议。在理论上一方面丰富了计划行为理论的应用范围,再者也完善了茶叶消费行为理论。由于安徽省既是产茶大省也是消费大省,合肥是安徽省省会,因此本文选择了合肥市作为调研地点。在文献综述及前人的研究成果的基础上设计了茶叶消费行为意向的调查问卷。通过问卷星(限制了区域为合肥)和现场调研两种方式,共收集有效问卷217份。本文运用SPSS17.0软件,对样本数据进行了描述性分析、信度、效度检验、相关分析、回归分析以及独立样本T检验和单因素方差分析。并得出以下主要结论:(1)居民的行为态度、主观规范以及知觉行为控制三个因素对茶叶消费行为意向都会产生显著的正向影响,且知觉行为控制因素(0.568)影响最大,主观规范(0.211)次之,行为态度(0.144)影响最弱。(2)不同性别、婚姻状况、年龄、收入对茶叶消费行为态度存在显著差异性。但不同学历、职业对茶叶消费行为态度不存在显著差异;不同性别、婚姻状况、月收入对茶叶消费行为主观规范存在显著差异性,但不同学历、职业对茶叶消费行为主观规范不存在显著差异;不同性别、年龄、学历、月收入、职业与茶叶消费行为的知觉行为控制之间存在显著差异影响,但不同婚姻与茶叶消费行为知觉行为控制间不存在显著差异影响;不同性别、婚姻状况、年龄、学历、月收入、职业对茶叶消费行为意向都存在显著差异影响。最后,本文根据研究结论对茶叶企业及相关部门提出了针对性的建议,比如加强茶叶知识的宣传;增加购茶渠道,提高顾客方便度;提高茶叶消费者的满意度;增加茶叶产品差异化,做到精准营销等方式强化个体茶叶消费行为意向最终促使茶叶消费行为的发生。
[Abstract]:China is the first country to discover and begin to use tea in the world. It has a long history of drinking tea. Since ancient times, tea has been loved by scholars and the upper classes of society. There is a saying of "Qinqi calligraphy, painting, poetry, wine and tea", and because tea is a healthy drink, it is widely promoted and is listed as "Camellia, oil, salt, soy sauce and vinegar tea". It can be seen that as one of the advantages of agricultural products in China, tea can help some mountain people get rid of poverty and become one of the important economic sources of a well-off society. The intention of individual tea consumption behavior is not only the concern of tea enterprises, but also the concern of relevant departments and the government of tea-producing mountainous areas. The study of tea consumption behavior has attracted the attention of many scholars in China, but it mainly focuses on the description of the characteristics of tea consumption behavior, or makes statistical descriptive analysis of tea consumption behavior using the two-factor theory of consumption behavior. Few scholars have conducted a psychological or sociological analysis of tea consumption behavior intention. This paper selects the theory of planned behavior as the theoretical framework of this study by consulting the research on the consumption intentions of products similar to tea, such as green food, Chinese herbal medicine and so on. Based on the theory of consumption behavior and the previous studies on tea consumption behavior, this paper constructs a theoretical model of tea consumption behavior intention, puts forward the hypothesis of this study according to the relevant theoretical analysis, and tries to explore the influencing factors of tea consumption behavior intention from the theoretical and empirical point of view, so as to provide a reference for tea industry. In theory, it enriches the application scope of the theory of planned behavior and perfects the theory of tea consumption behavior. As Anhui Province is both a big tea producing and consumption province, and Hefei is the capital of Anhui Province, this paper chooses Hefei as the research site. Based on this, a questionnaire was designed to investigate tea consumption behavior intention. 217 valid questionnaires were collected by means of questionnaire star (restricted area is Hefei) and on-the-spot investigation. This paper used SPSS17.0 software to analyze the sample data descriptively, reliability, validity, correlation analysis, regression analysis, independent sample T test and so on. One-way ANOVA and the following main conclusions were drawn: (1) Residents'behavior attitude, subjective norms and perceived behavior control all had significant positive effects on tea consumption behavior intention, and perceived behavior control factor (0.568) had the greatest impact, subjective norms (0.211) followed, and behavior attitude (0.144) had the weakest impact. (2) Different. Gender, marital status, age, income have significant differences in tea consumption behavior attitude. There was no significant difference; there were significant differences in gender, age, educational background, monthly income, occupation and perceived behavior control of tea consumption behavior, but there was no significant difference between different marriage and perceived behavior control of tea consumption behavior; different gender, marital status, age, educational background, monthly income, occupation on tea consumption behavior Finally, according to the conclusion of the study, this paper puts forward some suggestions for tea enterprises and related departments, such as strengthening the propaganda of tea knowledge, increasing the channels of tea purchasing, improving the convenience of customers, improving the satisfaction of tea consumers, increasing the differentiation of tea products, and achieving precise marketing. Tea consumption behavior intention finally promotes the occurrence of tea consumption behavior.
【学位授予单位】：安徽农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F713.55

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