基于顾客感知价值的新生代消费者对中华老字号产品的购买意愿研究

发布时间：2018-05-15 22:39

本文选题：新生代消费者 + 中华老字号　；参考：《安庆师范大学》2017年硕士论文

【摘要】：中华老字号企业是我国实体经济中重要的组成部分,然而现实证明也是最为薄弱的一环,曾经辉煌鼎盛的中华老字号企业在经济体制转型和企业自身转型过程中,显示出后劲不足、生存困难的局面。尽管社会和政府密切关注中华老字号企业的发展,多次出台相关政策法规和保护办法,但结果并不尽如人意,购买群体老龄化、缺乏新生代消费者的购买支持是中华老字号企业面临的难题,事实告诉我们,加强对新生代消费者的研究,推动中华老字号企业的复兴已经迫在眉睫。本文首先从党和国家促进中华老字号企业发展的最新动向出发,介绍了文章的研究背景、研究的理论意义和实际意义,同时对文章的研究内容、研究方法和创新点进行了阐释,在查阅大量中华老字号企业相关文献的基础上,以新生代消费者的顾客感知价值为基础设计了新生代消费者对中华老字号产品的购买意愿量表。然后,以安庆市中华老字号企业为例进行实证研究,在实体店内和网络两个渠道对量表进行了预调研和正式调查,获得了不同年龄段的新生代消费者对于中华老字号产品的购买意愿感知。随后,对收集到的调查问卷进行了描述性统计分析、因子分析和回归分析,剔除了部分不符合要求的指标,最终构建了由基本价值、情感价值、社会价值、分享价值和虚拟价值五个一级指标,通过使用SPSS19.0对量表的定量分析得出,这五个自变量对因变量顾客购买意愿都存在显著的正向相关关系,并且影响程度的大小依次是:虚拟价值基本价值情感价值社会价值分享价值。最后,根据研究结论,从顾客感知价值传递路径、加强虚拟价值传播、强化对新生代消费者消费行为和消费心理研究以及对消费者的建议四个层面为中华老字号企业的发展复兴提出相应对策建议。本文主要创新点在于从新生代消费者的视角去研究对中华老字号产品的购买意愿,分析中华老字号企业缺乏新生代消费力支撑的现实,构建科学的测评量表,突破纯理论向定量分析的方法,着力为中华老字号的新生提供可参考性建议。
[Abstract]:The old Chinese enterprises are an important part of the real economy of our country, but the reality proves that they are also the weakest link. In the process of the economic system transformation and the transformation of the enterprises themselves, the once glorious old Chinese enterprises are in the process of the transformation of the economic system and the enterprises themselves. Showing a lack of stamina and difficulty in survival. Although the society and the government pay close attention to the development of China's old and famous enterprises, and have issued relevant policies and regulations and protective measures many times, the results are not satisfactory, and the buying group is aging. The lack of purchasing support for the new generation of consumers is a difficult problem for the old Chinese enterprises. The facts tell us that it is urgent to strengthen the research on the new generation of consumers and to promote the revival of the old Chinese enterprises. This paper first introduces the research background, the theoretical and practical significance of the research, and explains the research content, research methods and innovation points from the latest trend of the Party and the state to promote the development of China's old famous enterprises, and then introduces the research background, the theoretical and practical significance of the research, at the same time, it explains the research content, research methods and innovation points. On the basis of consulting a large number of relevant documents of Chinese old brand enterprises, this paper designs a new generation of consumers' willingness to buy old Chinese brand products based on the customer perceived value of the new generation of consumers. Then, taking Anqing city as an example, the paper makes an empirical study on the scale, which is carried out in both physical stores and the Internet, and the scale is investigated in advance and formally. The new generation of consumers of different ages are aware of China's old brand products. Then, the collected questionnaire is analyzed by descriptive statistics, factor analysis and regression analysis, and some indexes that do not meet the requirements are eliminated. Finally, the basic value, emotional value, social value are constructed. Through the quantitative analysis of the scale by using SPSS19.0, it is concluded that there is a significant positive correlation between the five independent variables and the customer purchase intention of dependent variables. And the degree of influence is: virtual value, basic value, emotional value, social value, value sharing. Finally, according to the conclusion of the research, from the customer perceived value transmission path, strengthen the virtual value transmission, To strengthen the consumer behavior and consumer psychology of the new generation of consumer research and consumer advice four levels for the development of old Chinese enterprises put forward the corresponding countermeasures and suggestions. The main innovation of this paper is to study the purchase intention of the old Chinese brand products from the perspective of the new generation of consumers, to analyze the reality of the lack of the new generation consumption power of the Chinese old brand enterprises, and to construct a scientific evaluation scale. Break through the pure theory to quantitative analysis, and focus on providing reference suggestions for the new generation of old Chinese brands.
【学位授予单位】：安庆师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F279.2;F273.2;F713.55

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