乳制品企业社会责任对消费者购买意向影响的实证研究

发布时间：2018-01-06 05:14

本文关键词：乳制品企业社会责任对消费者购买意向影响的实证研究　出处：《西南大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的快速发展和人民生活水平的不断提高,人们对乳制品的消费需求日益旺盛,乳制品行业也步入了高速发展时期。但是,近年来乳制品行业的产品质量问题频发,严重打击了消费者对乳制品企业的信心,也引发了学术界对乳制品企业社会责任的讨论。基于这样的背景,本文以乳制品企业社会责任为切入点,基于消费者的视角,设计了“乳制品企业社会责任对消费者购买意向影响”的调查问卷。再根据乳制品企业社会责任、消费者信任、消费者感知产品质量和消费者购买意向这四个潜变量的关系构建结构方程模型,试图研究乳制品企业社会责任是否会直接影响消费者购买意向,以及乳制品企业社会责任是否会通过消费者信任和消费者感知产品质量这两个中介变量间接地对消费者购买意向产生影响。希望通过本文的研究,可以借助消费者的力量督促乳制品企业履行社会责任,以促进乳制品行业的健康可持续发展。本文的研究内容主要包括六个部分。第一、绪论。主要介绍本文的研究背景、研究目的和研究意义,指出本文的研究内容和研究方法,并提出了本文的研究思路和技术路线。第二、文献综述。通过对国内外相关文献的总结,阐述了企业社会责任、乳制品企业社会责任、消费者信任、消费者感知产品质量和消费者购买意向的相关概念,提炼了企业社会责任对消费者购买意向产生影响的研究文献。第三、理论假设和结构方程理论模型的构建。针对国内外的相关理论研究,提出乳制品企业社会责任对消费者购买意向产生直接和间接影响的五个研究假设,根据潜变量之间的关系构建两个结构方程的理论模型。第四、问卷编制与研究设计。本研究借鉴了国内外研究成果编制预测试调查问卷,并通过小范围样本进行预调查。根据预调查结果对问卷做进一步的修正和完善,最终形成正式调查问卷。第五、实证研究与分析。本研究共发放调查问卷400份,得到有效问卷344份,并据此进行变量的因素分析和结构方程模型的假设检验。首先,用SPSS17.0软件对数据进行描述性统计分析和信度、效度检验。其次,在信度和效度理想的前提下,用AMOS20.0软件建立结构方程模型,沿着“乳制品企业社会责任——消费者购买意向”和“乳制品企业社会责任——消费者信任、消费者感知产品质量——消费者购买意向”的逻辑思路对初始结构方程模型进行回归和路径分析,并据此对模型进行拟合度检验。根据检验结果对初始结构方程模型进行修正,并对修正之后的结构方程模型做进一步分析。最后,实证研究结果验证了本文的研究假设。第六、研究结论和对策建议。根据对结构方程模型分析的结果,得出本文的研究结论,并就如何完善乳制品企业社会责任,分别从政府、乳制品企业和消费者等不同角度提出了相应的对策建议。本文研究的结论主要有：第一、乳制品企业社会责任对消费者购买意向产生直接正向影响。第二、乳制品企业社会责任对消费者信任和消费者感知产品质量产生直接正向影响。第三、消费者信任和消费者感知产品质量对消费者购买意向产生直接正向影响。第四、乳制品企业社会责任对消费者购买意向产生间接正向影响,且间接作用力大于直接作用力。第五、消费者信任和消费者感知产品质量在乳制品企业社会责任对消费者产生影响的作用中起着中介作用。
[Abstract]:With the rapid development of our economy and the improvement of people's living standard, people on the consumption of dairy products growing demand, the dairy industry has entered a period of rapid development. However, the frequent quality problems of dairy industry in recent years, a serious blow to the consumers of dairy products business confidence, also triggered a discussion on the dairy products enterprise social responsibility of academic circles. Based on this background, this paper takes the dairy enterprise social responsibility as the starting point, based on the perspective of consumers, the design of "dairy corporate social responsibility on consumer purchase intention questionnaire". Then according to the dairy enterprise social responsibility, consumer trust, the relationship between consumer perception of product the quality and consumer purchase intention of the four latent variables to construct the structure equation model, to study whether the dairy products enterprise social responsibility will directly affect the consumer purchase The intention, and the dairy products enterprise social responsibility is through the two intermediary variables of consumer trust and consumer perception of product quality indirectly affect consumers'purchase intention. I hope that through this study, with the power of the consumer can urge the dairy enterprises to fulfill their social responsibility to promote the dairy industry healthy and sustainable development.
The research content of this article mainly includes six parts.
The first is introduction. It mainly introduces the research background, purpose and significance of the research, points out the research contents and research methods, and puts forward the research train of thought and technological line.
Second, literature review. Based on the summary of the related literature at home and abroad, expounds the social responsibility of the enterprise, the dairy products enterprise social responsibility, consumer trust, related to the concept of consumer perception of product quality and consumer purchase intention, refines the corporate social responsibility on consumer purchase intention to buy literature influence.
Third, construct the theory hypothesis and the theory of structural equation model. The relevant theoretical research at home and abroad, five hypotheses of social responsibility in dairy enterprises have direct and indirect effects on consumer purchase intention, according to the theoretical model of the relationship among the latent variables to construct two structural equations.
Fourth, questionnaire preparation and research design. This study used the research results at home and abroad to prepare the pre test questionnaire and conducted a pre survey through a small sample. According to the results of the pre-test, the questionnaire was further amended and perfected, and finally a formal questionnaire was formed.
Fifth, empirical research and analysis. In this study, 400 questionnaires were distributed, 344 valid questionnaires, hypothesis testing and accordingly the variable factor analysis and structural equation model. Firstly, the descriptive statistical analysis and reliability of the data by SPSS17.0 software, the validity test. Secondly, the premise of the reliability and validity of the ideal next, the structural equation model is set up by AMOS20.0 software, along the "dairy enterprises social responsibility -- consumer purchase intention" and "dairy enterprises social responsibility -- the trust of consumers, consumer perception of product quality Logic -- consumer purchase intention" to analyze the regression and path of initial structural equation model, and carry on the test of goodness of fit the model. According to the test result to modify the initial structural equation model and structural equation model of correction after further analysis. Finally, the real The results of the study verify the hypothesis of this study.
Sixth, research conclusions and suggestions. Based on the results of structural equation modeling, we draw the conclusions of this study, and put forward corresponding countermeasures from different perspectives, such as government, dairy companies and consumers, to improve the social responsibility of dairy enterprises.
The main conclusions of this paper are as follows:
First, the social responsibility of dairy enterprises has a direct positive impact on consumer purchase intention.
Second, the social responsibility of dairy enterprises has a direct positive impact on consumer trust and consumer perception of product quality.
Third, consumer trust and consumer perceived product quality have a direct positive impact on consumer purchase intentions.
Fourth, the social responsibility of dairy enterprises has an indirect positive impact on consumer purchase intention, and the indirect force is greater than the direct force.
Fifth, consumer trust and consumer perception of product quality play an intermediary role in the impact of social responsibility of dairy enterprises on consumers.

【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270;F274;F426.82

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