婴幼儿奶粉购买行为的影响因素研究
发布时间：2018-09-07 10:27
【摘要】：近几年不断曝光的奶粉安全事件,使得家长们对国产婴幼儿奶粉逐渐丧失了信心,大家纷纷把目光投向了质量安全系数相对较高的洋奶粉品牌上。这对我国的奶粉企业来说可谓损失巨大,如何挽回市场份额,如何重获消费者信心已经成为国内奶粉企业亟待解决的问题,因此针对这一现象,本文对消费者婴幼儿奶粉的购买行为进行了深入的研究。本文以许昌市部分消费者为研究对象,通过调查问卷进行实地调研并且收集录入数据,然后通过SPSS软件进行实证分析,具体分析了影响消费者购买行为的几个因素。首先通过方差分析检验不同性别、年龄、文化程度和家庭收入水平对消费者购买行为的影响方面是否存在显著性差异。其次是运用相关性分析研究不同的影响因素与消费者购买行为之间是否存在相关性,把相关性不强的因素首先排除掉,便于接下来因子分析中的方差贡献率更加集中。然后是进行因子分析,通过SPSS软件输出的特征值和贡献率中得到了5个公因子,可以替代原来的11个基础变量进行下一步的分析,并且通过因子得分矩阵来表示公因子的得分值。最后是运用多元线性回归分析来研究自变量与因变量之间的关系,由于本文的因变量购买行为分为品牌的选购和价位的选择两个方面,所以从最终的回归系数可以得到各自的回归方程,并由此得出公因子对消费者购买行为的影响程度。通过实证分析得出研究结论即消费者的个体条件、产品认知、客观评价及消费环境对其购买行为有一定的影响,并给政府相关部门及奶粉企业提出可供参考的意见和建议。本文的创新点有两个方面,一是在选题及方法上面有一定的创新,由于目前国内学者们针对乳制品具体种类购买行为的实证研究比较少,本文以婴幼儿奶粉为研究对象,并且通过问卷调查运用一系列的实证分析方法进行了研究。二是本文设计的调查问卷涵盖了消费者婴幼儿奶粉购买行为的基本影响因素,并且将这些影响因素总结为个体条件、产品认知、客观评价和消费环境,这样不仅简化了实证分析中多元线性回归分析的复杂性,更有利于后面结论的得出。
[Abstract]:In recent years, the exposure of milk powder safety incidents, parents gradually lost confidence in domestic infant milk powder, everyone has turned their eyes on the relatively high quality and safety factor of foreign milk powder brands. This is a huge loss for milk powder enterprises in China. How to recover market share and regain consumer confidence has become an urgent problem for domestic milk powder enterprises. Therefore, in view of this phenomenon, In this paper, the purchasing behavior of infant milk powder is studied. This paper takes some consumers in Xuchang city as the research object, carries on the field investigation and collects the data through the questionnaire, then carries on the empirical analysis through the SPSS software, has analyzed several factors which influence the consumer purchase behavior concretely. First, the variance analysis was used to test whether there were significant differences in the influence of gender, age, education level and family income level on consumer purchase behavior. The second is to use correlation analysis to study whether there is correlation between different influencing factors and consumer purchase behavior, and to eliminate the factors that are not strong, so that the variance contribution rate in factor analysis can be more concentrated. Then factor analysis is carried out, and five common factors are obtained through the eigenvalue and contribution rate of SPSS software output, which can replace the original 11 basic variables for the next analysis. And through the factor score matrix to represent the common factor score value. Finally, we use multiple linear regression analysis to study the relationship between independent variables and dependent variables, because the dependent variable purchase behavior is divided into two aspects: brand purchase and price choice. Therefore, the regression equation can be obtained from the final regression coefficient, and the degree of influence of common factors on consumers' purchase behavior is obtained. Through the empirical analysis, the author draws the conclusion that consumer's individual condition, product cognition, objective evaluation and consumption environment have certain influence on their purchasing behavior, and put forward some suggestions for reference to the relevant government departments and milk powder enterprises. There are two aspects of innovation in this paper. First, there are some innovations in the selection of topics and methods. As there are few empirical studies on specific types of dairy products, this paper takes infant milk powder as the research object. A series of empirical analysis methods are used in the questionnaire survey. Second, the questionnaire designed in this paper covers the basic influencing factors of the consumer's purchasing behavior of infant milk powder, and summarizes these factors as individual conditions, product cognition, objective evaluation and consumption environment. This not only simplifies the complexity of multiple linear regression analysis in empirical analysis, but also facilitates the conclusion.
【学位授予单位】：河南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
本文编号：2227998
[Abstract]:In recent years, the exposure of milk powder safety incidents, parents gradually lost confidence in domestic infant milk powder, everyone has turned their eyes on the relatively high quality and safety factor of foreign milk powder brands. This is a huge loss for milk powder enterprises in China. How to recover market share and regain consumer confidence has become an urgent problem for domestic milk powder enterprises. Therefore, in view of this phenomenon, In this paper, the purchasing behavior of infant milk powder is studied. This paper takes some consumers in Xuchang city as the research object, carries on the field investigation and collects the data through the questionnaire, then carries on the empirical analysis through the SPSS software, has analyzed several factors which influence the consumer purchase behavior concretely. First, the variance analysis was used to test whether there were significant differences in the influence of gender, age, education level and family income level on consumer purchase behavior. The second is to use correlation analysis to study whether there is correlation between different influencing factors and consumer purchase behavior, and to eliminate the factors that are not strong, so that the variance contribution rate in factor analysis can be more concentrated. Then factor analysis is carried out, and five common factors are obtained through the eigenvalue and contribution rate of SPSS software output, which can replace the original 11 basic variables for the next analysis. And through the factor score matrix to represent the common factor score value. Finally, we use multiple linear regression analysis to study the relationship between independent variables and dependent variables, because the dependent variable purchase behavior is divided into two aspects: brand purchase and price choice. Therefore, the regression equation can be obtained from the final regression coefficient, and the degree of influence of common factors on consumers' purchase behavior is obtained. Through the empirical analysis, the author draws the conclusion that consumer's individual condition, product cognition, objective evaluation and consumption environment have certain influence on their purchasing behavior, and put forward some suggestions for reference to the relevant government departments and milk powder enterprises. There are two aspects of innovation in this paper. First, there are some innovations in the selection of topics and methods. As there are few empirical studies on specific types of dairy products, this paper takes infant milk powder as the research object. A series of empirical analysis methods are used in the questionnaire survey. Second, the questionnaire designed in this paper covers the basic influencing factors of the consumer's purchasing behavior of infant milk powder, and summarizes these factors as individual conditions, product cognition, objective evaluation and consumption environment. This not only simplifies the complexity of multiple linear regression analysis in empirical analysis, but also facilitates the conclusion.
【学位授予单位】：河南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55
【参考文献】
相关期刊论文 前10条
1 董福国;周一明;;消费者对大米质量标志认知及购买行为的研究——以南京地区为例[J];湖南农业科学;2014年10期
2 芦丽静;单海鹏;;中国婴幼儿奶粉市场中的“海淘”现象分析[J];中国乳业;2014年03期
3 芦丽静;曹洪伟;;消费者对国产婴幼儿奶粉的信任度研究[J];中国市场;2014年11期
4 李佳珂;卢超杨;文汪艳;;“海淘”对中国消费者及企业的影响研究[J];金融经济;2013年16期
5 薛蛟;;消费者乳制品购买意愿实证研究[J];长江大学学报(社科版);2013年07期
6 刘华;陈艳;;婴幼儿奶粉消费者购买行为的影响因素分析——基于南京市167位消费者的调查数据[J];湖南农业大学学报(社会科学版);2013年01期
7 宋亚非;于倩楠;;消费者特征和绿色食品认知程度对购买行为的影响[J];财经问题研究;2012年12期
8 姚欣;沈文华;;北京市婴幼儿奶粉市场调研[J];北京农学院学报;2012年03期
9 于海龙;李秉龙;;中国城市居民婴幼儿奶粉品牌选购行为研究——以北京市为例[J];统计与信息论坛;2012年01期
10 张莉侠;刘刚;;消费者对生鲜食品质量安全信息搜寻行为的实证分析——基于上海市生鲜食品消费的调查[J];农业技术经济;2010年02期
，本文编号：2227998
本文链接：https://www.wllwen.com/jingjilunwen/guojimaoyilunwen/2227998.html
