發(fā)布時(shí)間：2018-04-21 07:20

  本文選題：品牌關(guān)系 + 綠色食品�。� 參考：《華中農(nóng)業(yè)大學(xué)》2008年碩士論文

【摘要】： 隨著生活水平的提高,人們的食品消費(fèi)向著安全、優(yōu)質(zhì)、營(yíng)養(yǎng)、高檔方向發(fā)展,消費(fèi)模式也在不斷變化。綠色消費(fèi)的興起,使得綠色食品消費(fèi)者行為研究逐漸成為學(xué)術(shù)研究和營(yíng)銷(xiāo)管理的熱門(mén)課題。品牌關(guān)系是關(guān)系營(yíng)銷(xiāo)理論在品牌層面的運(yùn)用,是品牌理論研究的新階段。本文從品牌關(guān)系的視角對(duì)綠色食品的消費(fèi)者行為展開(kāi)研究,深入探討了品牌關(guān)系對(duì)綠色食品消費(fèi)者行為的影響。具體內(nèi)容有: 首先,介紹研究的背景、目的、意義、思路以及消費(fèi)者行為理論、品牌關(guān)系理論。通過(guò)梳理已有的文獻(xiàn)發(fā)現(xiàn):消費(fèi)者行為的研究主要集中在借鑒已有的理論對(duì)消費(fèi)者行為影響因素進(jìn)行實(shí)證研究,研究者考慮的因素不完全一樣,品牌關(guān)系對(duì)綠色食品消費(fèi)者行為的影響尚屬研究空白;品牌關(guān)系理論的研究成果較多是關(guān)于品牌關(guān)系的評(píng)估,多維度的品牌關(guān)系質(zhì)量被認(rèn)為是評(píng)估品牌關(guān)系較好的變量。 其次,通過(guò)梳理已有的文獻(xiàn),借鑒已有的研究成果并分析研究中的不足,設(shè)計(jì)出研究框架,提出研究假設(shè)和研究方法。利用統(tǒng)計(jì)軟件SPSS13.0對(duì)回收的調(diào)查問(wèn)卷的數(shù)據(jù)進(jìn)行分析,具體包括:通過(guò)描述性分析和序數(shù)回歸分析探索影響綠色食品消費(fèi)的因素;通過(guò)信度和效度分析確保量表的質(zhì)量;通過(guò)相關(guān)分析、多元回歸分析和路徑分析探索品牌關(guān)系、顧客價(jià)值、顧客滿(mǎn)意及顧客忠誠(chéng)之間的關(guān)系。 最后,根據(jù)實(shí)證分析得到以下結(jié)論:對(duì)綠色食品消費(fèi)決策影響顯著的因素包括:品牌以及非品牌因素(消費(fèi)者性別、年齡、收入、食品安全憂(yōu)慮、購(gòu)買(mǎi)場(chǎng)所、綠色食品標(biāo)識(shí)的認(rèn)知和支付意愿等);品牌關(guān)系是影響綠色食品消費(fèi)者行為的重要心理變量,對(duì)顧客價(jià)值、顧客滿(mǎn)意、顧客忠誠(chéng)都有顯著影響。在研究結(jié)論的基礎(chǔ)上探討促進(jìn)當(dāng)前綠色食品消費(fèi)的對(duì)策:對(duì)政府從宣傳、監(jiān)管和支持等三方面提出建議;對(duì)企業(yè)從消費(fèi)者定位、廣告宣傳、銷(xiāo)售渠道和品牌關(guān)系管理等四方面提出了建議。 本文主要的創(chuàng)新點(diǎn)是研究視角的創(chuàng)新。從品牌關(guān)系的角度來(lái)研究綠色食品消費(fèi)者行為,分析品牌關(guān)系對(duì)綠色食品消費(fèi)者行為的影響,這一研究視角的創(chuàng)新是本文主要的創(chuàng)新點(diǎn)。
[Abstract]:With the improvement of living standard, people's food consumption is developing towards safety, high quality, nutrition and high grade. With the rise of green consumption, the research of green food consumer behavior has gradually become a hot topic in academic research and marketing management. Brand relationship is the application of relationship marketing theory in brand level, and it is a new stage of brand theory research. This paper studies the consumer behavior of green food from the perspective of brand relationship, and probes into the influence of brand relationship on consumer behavior of green food. Specific elements include: First, introduce the background, purpose, significance, thinking, consumer behavior theory, brand relationship theory. Through combing the existing literature, it is found that the research of consumer behavior mainly focuses on the empirical research on the influencing factors of consumer behavior based on the existing theories, and the factors considered by the researchers are not exactly the same. The influence of brand relationship on consumer behavior of green food is still blank. The research results of brand relationship theory are mostly about the evaluation of brand relationship. The quality of multi-dimensional brand relationship is considered to be a good variable to evaluate brand relationship. Secondly, by combing the existing literature, referring to the existing research results and analyzing the shortcomings of the research, the research framework is designed, and the research hypotheses and research methods are put forward. The statistical software SPSS13.0 is used to analyze the data of the questionnaire, including: to explore the factors that affect the consumption of green food by descriptive analysis and ordinal regression analysis, to ensure the quality of the scale by reliability and validity analysis; Through correlation analysis, multiple regression analysis and path analysis to explore the relationship between brand relationship, customer value, customer satisfaction and customer loyalty. Finally, according to the empirical analysis, the following conclusions are drawn: the factors that have significant influence on green food consumption decisions include: brand and non-brand factors (consumer gender, age, income, food safety concerns, purchase place, etc. Brand relationship is an important psychological variable affecting green food consumer behavior, which has a significant impact on customer value, customer satisfaction and customer loyalty. On the basis of the conclusion of the study, this paper discusses the countermeasures to promote the consumption of green food: to the government from the three aspects of publicity, supervision and support; to enterprises from the consumer positioning, advertising, Sales channels and brand relationship management and other four aspects of the recommendations. The main innovation of this paper is the innovation of research perspective. The main innovation of this paper is to study the consumer behavior of green food from the perspective of brand relationship and analyze the influence of brand relationship on consumer behavior of green food.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2

【引證文獻(xiàn)】

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相關(guān)博士學(xué)位論文 前1條

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相關(guān)碩士學(xué)位論文 前9條

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2 藺卓娜;品牌關(guān)系型態(tài)與品牌忠誠(chéng)關(guān)系的實(shí)證研究[D];東北財(cái)經(jīng)大學(xué);2010年

3 陸茹萍;綠色食品品牌形象塑造的公共關(guān)系方法研究[D];北京林業(yè)大學(xué);2011年

4 周雪;品牌延伸的消費(fèi)者行為模式研究[D];天津大學(xué);2011年

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8 王芳;LK集團(tuán)基于SOA的綠色產(chǎn)品深加工網(wǎng)絡(luò)營(yíng)銷(xiāo)平臺(tái)建設(shè)研究[D];哈爾濱工程大學(xué);2012年

9 徐丹;消費(fèi)者低碳產(chǎn)品購(gòu)買(mǎi)行為模型構(gòu)建探索[D];西南財(cái)經(jīng)大學(xué);2012年

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本文編號(hào)：1781445