消费者LED家用照明设备购买意愿分析

发布时间：2018-01-03 07:11

本文关键词：消费者LED家用照明设备购买意愿分析　出处：《西北农林科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：LED产品问世以来，以其低电压、低能耗、长寿命、高可靠性、易维护等优点得到了广泛的关注，被认为是新一代的照明技术而在各国得到了快速的发展，引起了各国的高度重视。中国近年来遭受了包括“雾霾”在内的一系列环境问题，人们对环境保护的关注度日益提升。LED产品由于具有能耗低、无污染等特点而表现出了独特的优势，对其的推广有利于实现“节能减排”和环境保护的战略方针。近年来，LED产业的发展得到了相关政府部门的大力扶持，包括国家发展改革委在内的国家部委发布了一系列针对LED产业规划、发展的规划和建议，中国的LED产业也得到了快速地发展，产量快速增长。产品的最终消费主体是广大消费者，消费者的行为特征及购买意愿是决定LED品行业能否健康、快速发展的重要因素。因此，研究消费者对LED产品的购买意愿，对于促进我国LED行业的发展具有重大意义。本文首先回顾了国内外文献对消费者行为，定义了绿色消费的相关概念和LED产品。阐述了绿色消费的相关理论，包括消费者的认知和购买意愿之间的关系理论，消费者需求理论，消费者购买行为理论等理论基础。构建了实证分析影响消费者购买意愿因素的分析模型。本研究的实证数据来源于福建省厦门和漳州两市，通过市区调研和村镇调研相结合的方式获得了城乡消费者的对比数据。对得到的数据先进行描述性统计分析，而后运用SPSS软件进行Logistic回归分析对影响消费者对LED产品购买意愿的因素进行了详细分析。研究结果表明：大多数消费者不了解LED产品，他们也不了解LED产品的特点，信任程度不高。此外，通过分析消费者对LED产品的认知、价格评估，，消费者的个人和家庭特征和使用习惯和环境意识等，分析上述因素对消费者购买意愿的影响。数据分析结果显示，消费者的受教育程度、是否同意LED产品可以保护视力、是否同意LED产品可以保护环境、环境污染评价和环境问题的关注度等变量对消费者的购买意愿有影响。而部分信息渠道对农村消费者的购买意愿有显著影响，其中人际传播渠道最为显著，影响程度也最大。同时，研究还发现，产品认知可能会对消费者能否将环境意识顺利地转化为购买意愿产生影响。只有在消费者了解产品具有环保属性的时候，消费者的环境意识才会顺利地转化为对商品的购买意愿。在城乡对比中发现，城市地区的消费者对LED产品有更大的了解，了解渠道也更显多元化，而农村地区消费者对LED产品的了解程度偏低，也导致农村地区消费者的环境意识没有转化为购买意愿。根据实证分析结果，本文提出了促进LED产业发展的合理建议。首先，有关政府部门应当加强对LED产品市场的监督和管理，增加产品及其优点、特点的宣传，使企业得到资金和技术的支持，创造一个良好的环境对LED产品市场的发展。企业应该提高他们的管理水平，开展合理有效的策略扩大了产品的销售渠道，尤其应该注重宣传、做好促销，加大高技术人才的引进，加快产品研发和技术升级改造。最后，消费者也应该更多地了解LED产品的相关特性和优点，以更好地使用LED产品。
[Abstract]:Since the LED products, with its low voltage, low power consumption, long life, high reliability, easy maintenance and other advantages has been widespread concern, is considered to be a new generation of lighting technology and has developed rapidly in the world, caused the attention of the world. Chinese recently suffered a series of environmental problems including "haze", people's attention to environmental protection and rising.LED products with low energy consumption, no pollution and exhibit a unique advantage, conducive to the realization of the "war policy of energy saving and emission reduction and environmental protection on its promotion. In recent years, the development of LED industry has been vigorously support the relevant government departments, including the national development and Reform Commission, the state ministries issued a series for the LED industry planning, development planning and advice, Chinese LED industry has been rapid development, the rapid growth of production. The ultimate consumer of products is consumers. The behavior characteristics and purchase intention of consumers are the important factors to decide whether LED industry can develop healthily and rapidly. Therefore, it is significant to study consumers' purchase intention of LED products and promote the development of LED industry in China.
This paper firstly reviewed the literature on consumer behavior, defines the concept of green consumption and LED products. Expounds the related theory of green consumption, including the theory of relationship between consumer awareness and purchase intention, consumer demand theory, consumer behavior theory is constructed. Empirical analysis of the impact analysis model of consumer purchase intention the factors in this research. The empirical data from Fujian Province, Xiamen and Zhangzhou two cities, urban and rural research by combining the research by way of acquiring data comparison between urban and rural consumers. To get the data to conduct descriptive statistical analysis, and then use SPSS software to Logistic the influencing factors of consumer willingness to buy the products of LED a detailed analysis of the regression analysis. The results show that: most consumers do not understand the LED product, they do not understand the LED product The characteristics of trust degree is not high. In addition, through the analysis of consumer cognition, the price of LED product evaluation, consumers' personal and family characteristics and habits and environmental awareness, analyzing the influence factors on consumer purchase intention. The results show that consumer education, agree that LED products can protect vision, agree that LED products can protect the environment, the attention degree variable evaluation and environmental pollution have influence on the purchase intention of consumers. And some channels of information has a significant impact on rural consumers' purchase intention, the interpersonal communication channels is the most significant, the impact is also the largest. At the same time, the study also found that the product cognition may the consumer can be successfully translated into environmental awareness affect the purchase intention. When consumers understand products with environmental attributes, consumption The environmental awareness will be smoothly transformed into the commodity purchase intention. Found in urban and rural areas in contrast, city consumers have greater understanding of LED products, understand the channels are also more diversified, and the rural consumer understanding of LED products is low, also led to rural areas of the environmental consciousness of consumers did not translate into purchase intention.
According to the results of empirical analysis, this paper puts forward reasonable suggestions to promote the development of LED industry. First, the relevant government departments should strengthen supervision and management of LED products on the market, increase product and its advantages, the characteristics of publicity, so that enterprises have the financial and technical support, to create a good environment for the development of LED products on the market. We should improve their management level, to carry out a reasonable and effective strategy to expand the product sales channels, especially should pay attention to publicity, make promotion, increase the introduction of high-tech talent, accelerate product development and technology upgrading. Finally, consumers should know more about the characteristics and advantages of LED products, in order to better use LED the product.

【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F713.55

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