基于品牌关系的绿色食品消费者行为研究

发布时间：2018-04-21 07:20

本文选题：品牌关系 + 绿色食品　；参考：《华中农业大学》2008年硕士论文

【摘要】： 随着生活水平的提高,人们的食品消费向着安全、优质、营养、高档方向发展,消费模式也在不断变化。绿色消费的兴起,使得绿色食品消费者行为研究逐渐成为学术研究和营销管理的热门课题。品牌关系是关系营销理论在品牌层面的运用,是品牌理论研究的新阶段。本文从品牌关系的视角对绿色食品的消费者行为展开研究,深入探讨了品牌关系对绿色食品消费者行为的影响。具体内容有: 首先,介绍研究的背景、目的、意义、思路以及消费者行为理论、品牌关系理论。通过梳理已有的文献发现:消费者行为的研究主要集中在借鉴已有的理论对消费者行为影响因素进行实证研究,研究者考虑的因素不完全一样,品牌关系对绿色食品消费者行为的影响尚属研究空白;品牌关系理论的研究成果较多是关于品牌关系的评估,多维度的品牌关系质量被认为是评估品牌关系较好的变量。其次,通过梳理已有的文献,借鉴已有的研究成果并分析研究中的不足,设计出研究框架,提出研究假设和研究方法。利用统计软件SPSS13.0对回收的调查问卷的数据进行分析,具体包括:通过描述性分析和序数回归分析探索影响绿色食品消费的因素;通过信度和效度分析确保量表的质量;通过相关分析、多元回归分析和路径分析探索品牌关系、顾客价值、顾客满意及顾客忠诚之间的关系。最后,根据实证分析得到以下结论:对绿色食品消费决策影响显著的因素包括:品牌以及非品牌因素(消费者性别、年龄、收入、食品安全忧虑、购买场所、绿色食品标识的认知和支付意愿等);品牌关系是影响绿色食品消费者行为的重要心理变量,对顾客价值、顾客满意、顾客忠诚都有显著影响。在研究结论的基础上探讨促进当前绿色食品消费的对策:对政府从宣传、监管和支持等三方面提出建议;对企业从消费者定位、广告宣传、销售渠道和品牌关系管理等四方面提出了建议。本文主要的创新点是研究视角的创新。从品牌关系的角度来研究绿色食品消费者行为,分析品牌关系对绿色食品消费者行为的影响,这一研究视角的创新是本文主要的创新点。
[Abstract]:With the improvement of living standard, people's food consumption is developing towards safety, high quality, nutrition and high grade. With the rise of green consumption, the research of green food consumer behavior has gradually become a hot topic in academic research and marketing management. Brand relationship is the application of relationship marketing theory in brand level, and it is a new stage of brand theory research. This paper studies the consumer behavior of green food from the perspective of brand relationship, and probes into the influence of brand relationship on consumer behavior of green food. Specific elements include: First, introduce the background, purpose, significance, thinking, consumer behavior theory, brand relationship theory. Through combing the existing literature, it is found that the research of consumer behavior mainly focuses on the empirical research on the influencing factors of consumer behavior based on the existing theories, and the factors considered by the researchers are not exactly the same. The influence of brand relationship on consumer behavior of green food is still blank. The research results of brand relationship theory are mostly about the evaluation of brand relationship. The quality of multi-dimensional brand relationship is considered to be a good variable to evaluate brand relationship. Secondly, by combing the existing literature, referring to the existing research results and analyzing the shortcomings of the research, the research framework is designed, and the research hypotheses and research methods are put forward. The statistical software SPSS13.0 is used to analyze the data of the questionnaire, including: to explore the factors that affect the consumption of green food by descriptive analysis and ordinal regression analysis, to ensure the quality of the scale by reliability and validity analysis; Through correlation analysis, multiple regression analysis and path analysis to explore the relationship between brand relationship, customer value, customer satisfaction and customer loyalty. Finally, according to the empirical analysis, the following conclusions are drawn: the factors that have significant influence on green food consumption decisions include: brand and non-brand factors (consumer gender, age, income, food safety concerns, purchase place, etc. Brand relationship is an important psychological variable affecting green food consumer behavior, which has a significant impact on customer value, customer satisfaction and customer loyalty. On the basis of the conclusion of the study, this paper discusses the countermeasures to promote the consumption of green food: to the government from the three aspects of publicity, supervision and support; to enterprises from the consumer positioning, advertising, Sales channels and brand relationship management and other four aspects of the recommendations. The main innovation of this paper is the innovation of research perspective. The main innovation of this paper is to study the consumer behavior of green food from the perspective of brand relationship and analyze the influence of brand relationship on consumer behavior of green food.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】