消费者对社区支持农业的感知价值、满意度及行为意向的关系研究

发布时间：2018-03-31 00:33

本文选题：社区支持农业　切入点：消费者感知价值　出处：《长沙理工大学》2015年硕士论文

【摘要】：19世纪70年代,由于人们对食品安全信心的日渐丧失,加之对城市化的反思和乡村重建思潮的兴起等因素,一种新型的农业模式——社区支持农业(community supported agriculture,简称CSA)应运而生。近十年来,社区支持农业型农业经历了一个较快增长的时期。我国CSA的起步较晚,但发展很快。据不完全统计,目前我国大约有100家CSA农场。在CSA农场快速增长的同时,由于经营管理不善,消费者流失率急剧上升。企业能否长期经营主要依赖于消费者是否能够持续使用和消费企业的产品和服务。消费者价值被视为导致消费者满意与忠诚的驱动力。以消费者感知价值作为前因,探究消费者对社区支持农业的感知价值维度对消费者满意度和行为意向的关系,可为CSA农场实施基于消费者价值创造的营销计划指明努力的方向。本章首先结合感知价值构成理论和CSA农场的会员访谈记录,提出了CSA的消费者感知价值维度；并基于价值满意因果链理论构建了消费者对CSA的感知价值、满意度和行为意向关系模型；之后通过实证研究探讨了消费者对CSA的感知价值各维度与消费者满意度之间,以及这些前驱变量对消费者行为意向的影响作用。本文得出的主要结论如下：(1)消费者对CSA的感知价值由感知利益和感知成本两个方面构成。其中感知利益包括产品价值、情感价值、社会价值3个方面；感知成本包括不便利性和感知风险两个方面。研究发现感知价值各个维度对CSA消费者行为意向均有显著影响,且消费者满意在其中起中介效用。(2)满意度是消费者行为意向最为有力的解释变量。各相关变量对消费者行为意向的回归系数显示,消费者满意是消费者行为意向最为重要的影响因素。这一研究结论与以往Oliver、Swan Trawick等人的研究结论保持了很好的一致性。(3)产品价值是影响消费者行为意向最为重要的价值构成。(4)消费者满意度影响因素分析——感知不便利性水平影响最为显著。由CSA感知价值与满意度的回归和SEM分析可知,感知不便利性对消费者满意的影响系数最大,其次是感知风险。
[Abstract]:In the 1870s, due to the loss of people's confidence in food safety, the reflection on urbanization and the rise of rural reconstruction, a new agricultural model, community supported agriculture (CSAA), emerged as the times require.In the past ten years, community support agriculture has experienced a period of rapid growth.The CSA of our country starts late, but develops quickly.According to incomplete statistics, there are about 100 CSA farms in China.The rapid growth of CSA farms was accompanied by a sharp rise in consumer wastage due to poor management.The long-term operation of enterprises mainly depends on whether consumers can continue to use and consume the products and services of enterprises.Consumer value is seen as a driving force leading to consumer satisfaction and loyalty.Taking consumer perceived value as the antecedent, this paper explores the relationship between consumer satisfaction and behavior intention in the perceived value dimension of community support agriculture, and points out the direction for CSA farm to implement the marketing plan based on consumer value creation.This chapter firstly puts forward the dimension of consumer perceived value of CSA based on the theory of perceived value constitution and the record of CSA farm member interview, and constructs the consumer's perceived value to CSA based on the theory of value satisfaction causality chain.The relationship between satisfaction and behavioral intention is analyzed. Then, the relationship between consumer perceived value and consumer satisfaction is discussed through empirical research, and the influence of these precursors on consumer behavior intention is also discussed.The main conclusions of this paper are as follows: (1) consumers' perceived value to CSA consists of perceived benefits and perceived costs.Perceived benefits include product value, emotional value and social value, while perceived cost includes two aspects: unconvenience and perceived risk.The study found that each dimension of perceived value has a significant impact on consumer behavior intention in CSA, and consumer satisfaction is the most powerful explanatory variable of consumer behavior intention.The regression coefficient of each related variable to consumer behavior intention shows that consumer satisfaction is the most important influencing factor of consumer behavior intention.This conclusion maintains a good consistency with the previous conclusions of Oliver Swan Trawick et al.) Product value is the most important value component affecting consumer behavior intention.Convenience level is the most significant impact.From the regression of CSA perceived value and satisfaction and SEM analysis, we can see that perceived inconvenience has the greatest influence on consumer satisfaction, followed by perceived risk.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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