沈阳市地理标志农产品消费者认知状况调查研究

发布时间：2018-05-03 22:37

  本文选题：地理标志农产品 + 消费者认知　； 参考：《沈阳农业大学》2017年硕士论文

【摘要】：随着我国经济社会的发展,人们生活水平的提高,消费者对食品质量安全日益关注。有关部门对农产品的质量认证的"三品一标"可以在一定程度上作为消费者认知和购买的参考依据。其中的地理标志农产品产自特定地域的自然生态和人文历史环境中,其所特有的质量、信誉并经审核批准以地理名称进行命名的农产品,因此越来越成为消费者的消费首选。消费者认知理论认为在现实的消费者购买决策过程中,其行为受到主观认知的影响,即消费者认知在一定程度上影响并决定其购买决策行为。本文选取在沈阳居住一年以上的223名消费者为调研对象,通过回顾文献和设计问卷,调查了解消费者对沈阳市目前已申请注册的18个地理标志农产品的认知状况,通过实证的方法检验影响地理标志农产品消费者认知的显著性因素,并找出消费者认知中存在的问题,在此基础上提出进一步发展地理标志农产品的对策建议。研究内容主要包括:第一章为绪论部分,主要阐述研究背景及意义、研究目标、研究内容、研究方法、技术路线以及相关概念界定。第二章为理论基础及研究综述,以消费者认知理论和信息不对称理论为理论基础,对地理标志农产品内涵、品牌、价值和作用、消费者对地理标志农产品认知和认知的影响因素进行了文献回顾并综述。第三章为沈阳市地理标志农产品发展概况,包括沈阳市基础条件、沈阳市农产品品牌发展概括,以及沈阳市地理标志农产品分布及保护范围。第四章为调查方案设计及描述性统计分析,包括消费者调查方案设计,样本基本特征描述,调查数据描述性统计分析。第五章为地理标志农产品消费者认知的影响因素分析,通过回归分析,实证验证消费者对地理标志农产认知的显著影响因素。第六章为研究结论、建议及不足。研究发现,消费者对沈阳市地理标志农产品的认知程度整体偏低,多种因素显著影响消费者的认知,地理标志农产品的品质有待进一步提升。在此基础上提出加大宣传力度提高消费者认知度,重新进行市场定位,严格管理地理标农产品质量,保证产品的独特性,推动地理标志农产品品牌化等一系列发展对策建议。
[Abstract]:With the development of economy and society and the improvement of people's living standard, consumers pay more and more attention to food quality and safety. The "three products and one Standard" of the quality certification of agricultural products can be used as the reference basis for consumers' cognition and purchase to some extent. The geographical indication agricultural products are produced in the natural ecology and the humanities historical environment of the specific region, its unique quality, the prestige and after the examination and approval carries on the name by the geographical name agricultural product, therefore becomes the consumer's consumption first choice more and more. The theory of consumer cognition holds that in the process of consumers' purchase decision, their behavior is influenced by subjective cognition, that is, consumer cognition influences and decides their purchasing decision behavior to a certain extent. In this paper, 223 consumers who have lived in Shenyang for more than one year are selected as the research subjects. By reviewing the literature and designing questionnaires, we investigate the cognition of the 18 geographical indication agricultural products that have been registered in Shenyang at present. Through the empirical method to test the significant factors that affect the cognition of agricultural products, and to find out the problems in consumer cognition, and then put forward the countermeasures and suggestions for further development of geographical indication agricultural products. The main contents of the study are as follows: the first chapter is the introduction part, which mainly describes the background and significance of the research, research objectives, research content, research methods, technical routes and the definition of related concepts. The second chapter is the theoretical basis and research review, based on consumer cognitive theory and information asymmetry theory, to the connotation, brand, value and function of geographical indication agricultural products. Consumers reviewed and reviewed the literature on the cognition and cognitive factors of geographical indication agricultural products. The third chapter is the general situation of the development of the geographical indication agricultural products in Shenyang, including the basic conditions of Shenyang, the brand development of agricultural products in Shenyang, as well as the distribution and protection scope of the geographical indications of agricultural products in Shenyang. The fourth chapter is the design of survey scheme and descriptive statistical analysis, including the design of consumer survey scheme, the description of the basic characteristics of samples, and the descriptive statistical analysis of survey data. The fifth chapter is the analysis of the factors influencing the cognition of the agricultural product consumers. Through the regression analysis, the paper empirically verifies the significant influencing factors of the consumers' cognition of the geographical indications of agricultural products. The sixth chapter is the research conclusion, the suggestion and the insufficiency. It is found that the cognition of the agricultural products with geographical indications in Shenyang is on the whole low, and many factors affect the cognition of the consumers, and the quality of the agricultural products of geographical indications needs to be further improved. On this basis, the author puts forward a series of development countermeasures and suggestions, such as increasing propaganda, improving consumer awareness, re-positioning the market, strictly managing the quality of geographical agricultural products, ensuring the uniqueness of products, and promoting the branding of geographical indication agricultural products.
【学位授予单位】：沈阳农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.5
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本文编号：1840410