杭州地区居民海产品消费影响因素研究

发布时间：2018-05-13 16:21

本文选题：杭州市 + 海产品　；参考：《上海海洋大学》2016年硕士论文

【摘要】：随着我国居民饮食结构的变化,海产品的消费在整个农产品的消费中所占比例开始增加,对于我国的食品供给与消费产生了一定的影响。特别是消费者对于海产品需求似乎有持续增长的趋势,这使得我国的海产品消费市场受到国内外业界与学界的一致关注,成为了一个新的研究热点。因此本文选择了居民海产品的消费作为研究对象,以实地调研为基础,结合相关的理论分析,理论联系实际,选取杭州市民作为调查样本,对于居民海产品消费的各种影响因素进行研究,可以更为直观的了解当今我国沿海城市中居民的海产品购买的具体情况。本文的正文部分主要分为六章,介绍如下:第一章为引言,主要分五节,主要阐述了本文研究的宏观背景、目的和意义、主要的的研究方法与与实地调研方案、文章技术路线图并指明本研究的创新点。第二章是文献综述,由四个板块构成,前三部分分别介绍了国内外研究的消费者行为理论体系、消费者行为影响机制研究以及从消费者层面、产品层面、流通层面与外部层面梳理关于专家学者对于水产品消费影响因素的研究成果,最后对文献进行深入解析,从而为本文后续进行的研究工作奠定了扎实的基础。第三章是理论基础与模型构建,分为四节,本章以文献综述的研究成果为基础,进一步结合消费者效用理论与消费者决策过程理论,提出了本次研究的海产品消费影响因素的模型结构,并从消费者层面、产品层面、主观评价层面与外部因素层面四大部分提出研究假设,假设各变量对于海产品消费都有着显著的影响,并同时对相关变量进行了赋值。第四章是杭州地区居民海产品消费影响因素实证研究部分,分为四节,根据400份有效的调查问卷,对相关的问题进行分析与解释。用图形与量表的形式对调查问题进行了描述性分析。对于人口统计特征变量进行单因素方差分析;对于消费者主观评价部分量表进行信度检验与效度检验;最后对产品因素、消费者主观评价因素和外部因素进行多元线性回归,最后整理分析结果,并对之前的假设进行检验。第五章结论与对策建议,分为两节,首先对研究结果进行总结:消费者因素中:年龄、家庭规模、婚姻状况、文化水平、对海产品购买有显著影响,而性别、职业与收入则相对不显著;在产品因素中:价格与品质对海产品消费有显著影响、品牌因素不显著;在消费者主观评价因素中:满意度与健康意识影响显著、认知度影响不显著;外部因素中:周边群体对海产品消费有显著影响而营销活动则不显著。针对调查结论,提出相关对策建议以促进海产品消费市场的进一步发展与繁荣。第六章是研究不足与未来展望,分两节,指出了本次研究在方法与操作过程中存在的不足,并在扩大样本量、提升问卷访谈科学性与引入比较研究等层面对未来的研究进行了展望。
[Abstract]:With the change of the dietary structure of Chinese residents, the proportion of seafood consumption in the whole consumption of agricultural products has begun to increase, which has a certain impact on the food supply and consumption in China. Especially, the consumer's demand for seafood seems to be increasing continuously, which makes the seafood consumption market of our country receive the unanimous attention of the domestic and foreign industry and the academic circles, and become a new research hot spot. Therefore, this paper chooses the consumption of resident seafood as the research object, based on the field investigation, combined with the relevant theoretical analysis, combining theory with practice, select Hangzhou citizens as the survey sample. To study the factors affecting the consumption of seafood, we can get a more intuitive understanding of the specific situation of seafood purchase of residents in the coastal cities of our country. The main body of this paper is divided into six chapters, the introduction is as follows: the first chapter is the introduction, mainly divided into five sections, mainly elaborated the macro background, purpose and significance of this study, the main research methods and field research program. The technical roadmap of this paper and the innovative points of this study are pointed out. The second chapter is a literature review, which is composed of four sections. The first three parts introduce the theoretical system of consumer behavior, the research of consumer behavior influence mechanism, and the level of consumer and product, respectively. The circulation level and the external level combing the research results of experts and scholars on the factors affecting the consumption of aquatic products, and finally the in-depth analysis of the literature, so as to lay a solid foundation for the subsequent research work in this paper. The third chapter is the theoretical basis and model construction, which is divided into four sections. This chapter is based on the research results of literature review, and further combines the consumer utility theory with the consumer decision-making process theory. This paper puts forward the model structure of the influencing factors of seafood consumption, and puts forward the research hypotheses from the consumer level, the product level, the subjective evaluation level and the external factor level. Assume that each variable has a significant impact on seafood consumption, and at the same time assign value to the relevant variables. The fourth chapter is an empirical study on the influencing factors of seafood consumption in Hangzhou area, which is divided into four sections. According to 400 valid questionnaires, the paper analyzes and explains the related problems. A descriptive analysis of the investigation problem was carried out in the form of graph and scale. Single factor analysis of variance for demographic characteristic variables; reliability test and validity test for part of consumer subjective evaluation scale; finally, multivariate linear regression for product factors, consumer subjective evaluation factors and external factors. Finally, the analysis results are collated and the previous hypotheses are tested. Chapter V conclusions and countermeasures are divided into two sections. Firstly, the author summarizes the results of the study: age, family size, marital status, educational level, which have a significant impact on seafood purchase, and gender. Among the factors of product, price and quality have significant influence on seafood consumption, while brand factor is not significant. In subjective evaluation of consumers, satisfaction and health awareness are significant. The influence of cognition is not significant; among the external factors: peripheral groups have significant influence on seafood consumption, but marketing activities are not significant. In order to promote the further development and prosperity of the seafood consumption market, the paper puts forward the relevant countermeasures and suggestions. The sixth chapter is the lack of research and future prospects, divided into two sections, pointed out the research in the process of methods and operational deficiencies, and in the expansion of sample size, To improve the scientific nature of the questionnaire interview and the introduction of comparative research and other levels of future research prospects.
【学位授予单位】：上海海洋大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F326.4

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