發(fā)布時間：2018-09-18 17:50

【摘要】：我國是世界上首個發(fā)現(xiàn)并開始利用茶葉的國家,具有悠久的飲茶歷史。由于茶葉自古就受到文人和上層社會等的喜愛,有了“琴棋書畫詩酒茶”的說法,又因為茶葉作為一種健康的飲品,推廣極為廣泛,被列為“柴米油鹽醬醋茶”開門七件事之一�？梢娮鳛槲覈鴥�(yōu)勢農(nóng)產(chǎn)品之一,茶葉是可以幫助部分山區(qū)百姓擺脫貧苦,走向小康社會的重要經(jīng)濟(jì)來源之一�，F(xiàn)代社會由于經(jīng)濟(jì)發(fā)展快速,都市生活壓力大等原因,茶葉消費者的消費觀念自然也在不斷發(fā)生變化,那么如何識別個體的茶葉消費行為意向不僅是茶葉企業(yè)關(guān)注的問題也是相關(guān)部門以及產(chǎn)茶山區(qū)政府關(guān)注的問題。對于進(jìn)一步擴(kuò)大我國茶葉內(nèi)需也有一定的促進(jìn)意義。由于茶葉在一定程度上表現(xiàn)出產(chǎn)能過剩,且消費是一切經(jīng)濟(jì)活動的最終目的,因此茶葉消費行為的研究引起了我國許多學(xué)者的關(guān)注,但主要是針對消費行為特點進(jìn)行描述,或者利用消費行為理論的二因素論對茶葉消費的行為進(jìn)行統(tǒng)計描述性分析,很少學(xué)者通過心理學(xué)或者社會學(xué)的角度對茶葉消費行為意向進(jìn)行研究。本文通過查閱與茶葉較為相似的產(chǎn)品比如綠色食品、中草藥等消費意向的研究,選定了計劃行為理論作為本文研究的理論框架,通過文獻(xiàn)檢索得知,在2017年3月前幾乎沒有學(xué)者運用計劃行為理論對茶葉消費行為進(jìn)行研究,因此本文結(jié)合消費行為理論,以及過去學(xué)者對茶葉消費行為的研究綜合考慮,構(gòu)建了茶葉消費行為意向的計劃行為理論模型,根據(jù)相關(guān)理論分析提出本研究的假設(shè),試圖從理論和實證的角度探索茶葉消費行為意向的影響因素,從而為茶葉產(chǎn)業(yè)的發(fā)展提出相關(guān)建議。在理論上一方面豐富了計劃行為理論的應(yīng)用范圍,再者也完善了茶葉消費行為理論。由于安徽省既是產(chǎn)茶大省也是消費大省,合肥是安徽省省會,因此本文選擇了合肥市作為調(diào)研地點。在文獻(xiàn)綜述及前人的研究成果的基礎(chǔ)上設(shè)計了茶葉消費行為意向的調(diào)查問卷。通過問卷星(限制了區(qū)域為合肥)和現(xiàn)場調(diào)研兩種方式,共收集有效問卷217份。本文運用SPSS17.0軟件,對樣本數(shù)據(jù)進(jìn)行了描述性分析、信度、效度檢驗、相關(guān)分析、回歸分析以及獨立樣本T檢驗和單因素方差分析。并得出以下主要結(jié)論:(1)居民的行為態(tài)度、主觀規(guī)范以及知覺行為控制三個因素對茶葉消費行為意向都會產(chǎn)生顯著的正向影響,且知覺行為控制因素(0.568)影響最大,主觀規(guī)范(0.211)次之,行為態(tài)度(0.144)影響最弱。(2)不同性別、婚姻狀況、年齡、收入對茶葉消費行為態(tài)度存在顯著差異性。但不同學(xué)歷、職業(yè)對茶葉消費行為態(tài)度不存在顯著差異;不同性別、婚姻狀況、月收入對茶葉消費行為主觀規(guī)范存在顯著差異性,但不同學(xué)歷、職業(yè)對茶葉消費行為主觀規(guī)范不存在顯著差異;不同性別、年齡、學(xué)歷、月收入、職業(yè)與茶葉消費行為的知覺行為控制之間存在顯著差異影響,但不同婚姻與茶葉消費行為知覺行為控制間不存在顯著差異影響;不同性別、婚姻狀況、年齡、學(xué)歷、月收入、職業(yè)對茶葉消費行為意向都存在顯著差異影響。最后,本文根據(jù)研究結(jié)論對茶葉企業(yè)及相關(guān)部門提出了針對性的建議,比如加強(qiáng)茶葉知識的宣傳;增加購茶渠道,提高顧客方便度;提高茶葉消費者的滿意度;增加茶葉產(chǎn)品差異化,做到精準(zhǔn)營銷等方式強(qiáng)化個體茶葉消費行為意向最終促使茶葉消費行為的發(fā)生。
[Abstract]:China is the first country to discover and begin to use tea in the world. It has a long history of drinking tea. Since ancient times, tea has been loved by scholars and the upper classes of society. There is a saying of "Qinqi calligraphy, painting, poetry, wine and tea", and because tea is a healthy drink, it is widely promoted and is listed as "Camellia, oil, salt, soy sauce and vinegar tea". It can be seen that as one of the advantages of agricultural products in China, tea can help some mountain people get rid of poverty and become one of the important economic sources of a well-off society. The intention of individual tea consumption behavior is not only the concern of tea enterprises, but also the concern of relevant departments and the government of tea-producing mountainous areas. The study of tea consumption behavior has attracted the attention of many scholars in China, but it mainly focuses on the description of the characteristics of tea consumption behavior, or makes statistical descriptive analysis of tea consumption behavior using the two-factor theory of consumption behavior. Few scholars have conducted a psychological or sociological analysis of tea consumption behavior intention. This paper selects the theory of planned behavior as the theoretical framework of this study by consulting the research on the consumption intentions of products similar to tea, such as green food, Chinese herbal medicine and so on. Based on the theory of consumption behavior and the previous studies on tea consumption behavior, this paper constructs a theoretical model of tea consumption behavior intention, puts forward the hypothesis of this study according to the relevant theoretical analysis, and tries to explore the influencing factors of tea consumption behavior intention from the theoretical and empirical point of view, so as to provide a reference for tea industry. In theory, it enriches the application scope of the theory of planned behavior and perfects the theory of tea consumption behavior. As Anhui Province is both a big tea producing and consumption province, and Hefei is the capital of Anhui Province, this paper chooses Hefei as the research site. Based on this, a questionnaire was designed to investigate tea consumption behavior intention. 217 valid questionnaires were collected by means of questionnaire star (restricted area is Hefei) and on-the-spot investigation. This paper used SPSS17.0 software to analyze the sample data descriptively, reliability, validity, correlation analysis, regression analysis, independent sample T test and so on. One-way ANOVA and the following main conclusions were drawn: (1) Residents'behavior attitude, subjective norms and perceived behavior control all had significant positive effects on tea consumption behavior intention, and perceived behavior control factor (0.568) had the greatest impact, subjective norms (0.211) followed, and behavior attitude (0.144) had the weakest impact. (2) Different. Gender, marital status, age, income have significant differences in tea consumption behavior attitude. There was no significant difference; there were significant differences in gender, age, educational background, monthly income, occupation and perceived behavior control of tea consumption behavior, but there was no significant difference between different marriage and perceived behavior control of tea consumption behavior; different gender, marital status, age, educational background, monthly income, occupation on tea consumption behavior Finally, according to the conclusion of the study, this paper puts forward some suggestions for tea enterprises and related departments, such as strengthening the propaganda of tea knowledge, increasing the channels of tea purchasing, improving the convenience of customers, improving the satisfaction of tea consumers, increasing the differentiation of tea products, and achieving precise marketing. Tea consumption behavior intention finally promotes the occurrence of tea consumption behavior.
【學(xué)位授予單位】：安徽農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F713.55

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