消费者对赣南脐橙质量认知水平及购买行为的调查分析

发布时间：2018-08-11 16:07

【摘要】：随着社会经济水平的发展,人们的生活水平也在普遍提高,市场上可供消费者选择的农产品数量和种类越来越多,所以人们对农产品的要求也不再仅仅是数量,而是愈加注重质量。然而,近些年来时有严重的农产品安全事件发生,使得农产品市场形势严峻,不少消费者也因此对农产品的质量越来越缺少信任,同时也影响到了消费者的购买行为。此外,消费者对农产品质量的态度还会影响到政府部门对市场的管理情况,提升消费者对农产品质量的认知意识有利于维护一个良好的市场秩序和氛围。考虑到不同农产品质量的标准在细节上千差万别,为了方便论文指标的构建和量化,选取赣南脐橙为典型商品进行调查分析。通过问卷调查了解消费者对赣南脐橙质量认知水平的大致情况,采用文献整理和专家打分构建了影响消费者对赣南脐橙质量认知水平因素的指标体系,并运用logistic回归模型分析了各因素对质量认知水平的影响情况。此外,考虑到消费者对赣南脐橙质量认知水平可能会对消费者的购买行为产生影响,也对消费者的购买行为进行了调查并量化处理,再次运用logistic回归模型分析了质量认知水平对购买行为的影响情况。通过调查分析得出消费者对赣南脐橙的质量认知水平普遍不高,整体的认知水平有待提升,在影响因素中有部分因素对质量认知水平存在显著的影响。在消费者的购买行为中价格因素显得比较突出,而不同分类的质量认知水平对购买行为也有不同程度的影响。为此,政府部门要起到积极的宣传作用,利用不同形式的宣传让消费者明白食品安全的意义,培养消费者的食品健康意识。同时企业和个体经营者要严格要求自己,使农产品的质量有保障,还要根据市场中的需求对生产决策做出调整,以避免损失。对消费者个人而言,要积极关注农产品质量,培养自身的意识,提高认知水平,做出合理的购买决策。
[Abstract]:With the development of social and economic level, people's living standards are also generally improving. The number and variety of agricultural products available to consumers in the market are increasing, so people's demand for agricultural products is no longer just quantity. But an increasing focus on quality. However, in recent years, there are serious agricultural security incidents, which make the market situation of agricultural products grim, and many consumers have more and more lack of trust in the quality of agricultural products, but also affect the purchase behavior of consumers. In addition, the attitude of consumers towards the quality of agricultural products will also affect the management of the market by government departments, and promoting consumers' awareness of the quality of agricultural products will help to maintain a good market order and atmosphere. Considering that the quality standards of different agricultural products vary widely in detail, in order to facilitate the construction and quantification of the indexes of the paper, the navel orange in Gannan is selected as a typical commodity for investigation and analysis. Through the questionnaire survey to know the consumer to Gannan navel orange quality cognition level general situation, uses the literature arrangement and the expert marks to construct the influence consumer to Gannan navel orange quality cognition level factor index system. Logistic regression model was used to analyze the influence of various factors on quality cognition level. In addition, considering that consumers' awareness of the quality of Gannan navel orange may have an impact on consumers' purchasing behavior, consumers' purchasing behavior has also been investigated and quantified. The influence of quality cognition level on purchase behavior is analyzed by logistic regression model. Through investigation and analysis, it is concluded that the quality cognition level of Gannan navel orange is generally not high, the overall cognitive level needs to be improved, and some factors have significant influence on the quality cognition level. The price factor is prominent in the consumer's purchase behavior, and the quality cognition level of different classification also has different influence on the purchase behavior. Therefore, government departments should play an active role in propaganda, using different forms of propaganda to let consumers understand the significance of food safety, and cultivate consumers' awareness of food health. At the same time, enterprises and self-employed enterprises should strictly require themselves to ensure the quality of agricultural products, and make adjustments to the production decisions according to the needs of the market in order to avoid losses. For consumers, we should pay more attention to the quality of agricultural products, cultivate their own consciousness, improve their cognitive level and make reasonable purchasing decisions.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C913.3

【参考文献】