城市居民购买保健食品的意向、行为及影响因素研究

发布时间：2018-03-20 07:07

本文选题：保健食品　切入点：购买意向　出处：《江南大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的保健食品行业较于国外市场起步较晚,但是其发展势头非常迅猛,经过几十年的发展,已经成为国内最具前景和活力的行业之一。中国保健食品市场潜力巨大,在保健食品市场快速扩张的同时,各种问题和危机也日益凸显,保健食品行业的转型迫在眉睫。基于此背景,本文在消费者行为学相关理论的基础之上,通过问卷对城市居民中各年龄段保健食品消费者关于保健食品的态度及行为意向等方面进行调研,系统地分析了影响城市居民保健食品购买意向和行为的因素,丰富和发展了保健食品领域消费行为的研究,为保健食品企业实施营销策略提供了理论和现实的依据。在研究中以行为态度、社会因素、情境因素和便利条件四个维度为自变量,得出的主要结论有:第一,行为态度、社会因素和情境因素均正向影响城市居民消费者的购买意向,这三者对于购买意向的影响程度为:行为态度社会因素情境因素。城市居民消费者对于保健食品的购买意向可以有效地预测实际的购买行为,而便利条件对于实际购买行为也存在显著的正向影响,便利条件能够促进消费者将购买意向转变为实际的购买行为。第二,人口统计因素作为调节变量的多群组分析结果表明,性别、年龄和月收入等变量对城市居民消费者保健食品购买意向和行为的影响具有明显差异。对于不同性别的消费者,女性普遍对保健食品的态度更加积极,她们很容易产生购买意向,但是在将购买意向转变成实际的购买行为时,她们的表现却大打折扣。对于年龄因素,青年人和中老年人对保健食品的态度差异不大。随着社会老龄化,以及工作生活的压力增多,越来越多的青年人也开始注重身体的保健工作,青年人对保健食品的塑身、美容和抗衰老等功效较为看重,而中老年人很大程度上是出于调理身体、改善机能的考虑。同时,青年人购买保健食品的行为容易受到周围参考群体和便利条件的影响,而中老年人更易受到情境因素的影响,如周围购买氛围和习俗趋势等。月收入作为调节变量的分析结果显示,当高收入群体对保健食品的行为态度更积极,受到的社会因素和情境因素的影响更显著时,其购买意向就越强烈。在将保健食品购买意向转变为实际的购买行为这一方面,高收入群体的表现也更抢眼,因为收入是影响消费的一个关键性因素。
[Abstract]:The health food industry of our country starts relatively late compared with the foreign market, but its development momentum is very swift and violent. After decades of development, it has become one of the most promising and dynamic industries in our country. The health food market in China has great potential. With the rapid expansion of the health food market, various problems and crises are becoming increasingly prominent, and the transformation of the health food industry is imminent. Based on this background, this paper is based on the relevant theories of consumer behavior. Through the investigation on the attitude and behavior intention of the health food consumers of different age groups among the urban residents, the factors influencing the purchase intention and behavior of the health food in the city residents were analyzed systematically. It enriches and develops the research on consumer behavior in the field of health food, and provides theoretical and practical basis for health food enterprises to implement marketing strategies. The four dimensions of situational factors and convenience conditions are independent variables. The main conclusions are as follows: first, behavioral attitude, social factors and situational factors all positively affect the purchase intention of urban residents. The influence of these three factors on purchase intention is as follows: social factors of behavior, attitude, social factors and situational factors. The purchase intention of urban residents for health food can effectively predict the actual purchase behavior. The convenience condition has a significant positive effect on the actual purchase behavior, and the convenience condition can promote consumers to change the purchase intention into the actual purchase behavior. Secondly, the results of the multi-group analysis of demographic factors as the regulating variable show that the convenience condition can promote the consumers to change the purchase intention into the actual purchase behavior. The influence of sex, age and monthly income on the health food purchase intention and behavior of urban residents was significantly different. For the consumers of different sexes, women generally had a more positive attitude towards health food. It is easy for them to produce purchase intention, but their performance is greatly reduced when they turn purchase intention into actual purchase behavior. As the society ages and the pressure of working life increases, more and more young people begin to pay attention to the health care work of the body. Effects such as beauty and anti-aging are more valued, while older persons are, to a large extent, motivated by the need to regulate their bodies and improve their functioning. At the same time, the behaviour of young people in purchasing health food is vulnerable to the influence of the surrounding reference groups and convenience conditions, The analysis of monthly income as a regulating variable showed that when the high-income group had a more positive attitude towards health food, they were more likely to be affected by situational factors, such as the purchasing atmosphere and the trend of customs around them. When the influence of social factors and situational factors is more significant, the more intensely the purchase intention is, the more attractive the high-income group is when it comes to transforming the health food purchase intention into the actual purchase behavior. Because income is a key factor affecting consumption.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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