本文關(guān)鍵詞：乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向影響的實(shí)證研究　出處：《西南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 乳制品企業(yè)社會(huì)責(zé)任 消費(fèi)者信任 感知質(zhì)量 購買意向 結(jié)構(gòu)方程模型

【摘要】：隨著我國經(jīng)濟(jì)的快速發(fā)展和人民生活水平的不斷提高,人們對(duì)乳制品的消費(fèi)需求日益旺盛,乳制品行業(yè)也步入了高速發(fā)展時(shí)期。但是,近年來乳制品行業(yè)的產(chǎn)品質(zhì)量問題頻發(fā),嚴(yán)重打擊了消費(fèi)者對(duì)乳制品企業(yè)的信心,也引發(fā)了學(xué)術(shù)界對(duì)乳制品企業(yè)社會(huì)責(zé)任的討論。基于這樣的背景,本文以乳制品企業(yè)社會(huì)責(zé)任為切入點(diǎn),基于消費(fèi)者的視角,設(shè)計(jì)了“乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向影響”的調(diào)查問卷。再根據(jù)乳制品企業(yè)社會(huì)責(zé)任、消費(fèi)者信任、消費(fèi)者感知產(chǎn)品質(zhì)量和消費(fèi)者購買意向這四個(gè)潛變量的關(guān)系構(gòu)建結(jié)構(gòu)方程模型,試圖研究乳制品企業(yè)社會(huì)責(zé)任是否會(huì)直接影響消費(fèi)者購買意向,以及乳制品企業(yè)社會(huì)責(zé)任是否會(huì)通過消費(fèi)者信任和消費(fèi)者感知產(chǎn)品質(zhì)量這兩個(gè)中介變量間接地對(duì)消費(fèi)者購買意向產(chǎn)生影響。希望通過本文的研究,可以借助消費(fèi)者的力量督促乳制品企業(yè)履行社會(huì)責(zé)任,以促進(jìn)乳制品行業(yè)的健康可持續(xù)發(fā)展。 本文的研究內(nèi)容主要包括六個(gè)部分。 第一、緒論。主要介紹本文的研究背景、研究目的和研究意義,指出本文的研究內(nèi)容和研究方法,并提出了本文的研究思路和技術(shù)路線。 第二、文獻(xiàn)綜述。通過對(duì)國內(nèi)外相關(guān)文獻(xiàn)的總結(jié),闡述了企業(yè)社會(huì)責(zé)任、乳制品企業(yè)社會(huì)責(zé)任、消費(fèi)者信任、消費(fèi)者感知產(chǎn)品質(zhì)量和消費(fèi)者購買意向的相關(guān)概念,提煉了企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向產(chǎn)生影響的研究文獻(xiàn)。 第三、理論假設(shè)和結(jié)構(gòu)方程理論模型的構(gòu)建。針對(duì)國內(nèi)外的相關(guān)理論研究,提出乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向產(chǎn)生直接和間接影響的五個(gè)研究假設(shè),根據(jù)潛變量之間的關(guān)系構(gòu)建兩個(gè)結(jié)構(gòu)方程的理論模型。 第四、問卷編制與研究設(shè)計(jì)。本研究借鑒了國內(nèi)外研究成果編制預(yù)測(cè)試調(diào)查問卷,并通過小范圍樣本進(jìn)行預(yù)調(diào)查。根據(jù)預(yù)調(diào)查結(jié)果對(duì)問卷做進(jìn)一步的修正和完善,最終形成正式調(diào)查問卷。 第五、實(shí)證研究與分析。本研究共發(fā)放調(diào)查問卷400份,得到有效問卷344份,并據(jù)此進(jìn)行變量的因素分析和結(jié)構(gòu)方程模型的假設(shè)檢驗(yàn)。首先,用SPSS17.0軟件對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析和信度、效度檢驗(yàn)。其次,在信度和效度理想的前提下,用AMOS20.0軟件建立結(jié)構(gòu)方程模型,沿著“乳制品企業(yè)社會(huì)責(zé)任——消費(fèi)者購買意向”和“乳制品企業(yè)社會(huì)責(zé)任——消費(fèi)者信任、消費(fèi)者感知產(chǎn)品質(zhì)量——消費(fèi)者購買意向”的邏輯思路對(duì)初始結(jié)構(gòu)方程模型進(jìn)行回歸和路徑分析,并據(jù)此對(duì)模型進(jìn)行擬合度檢驗(yàn)。根據(jù)檢驗(yàn)結(jié)果對(duì)初始結(jié)構(gòu)方程模型進(jìn)行修正,并對(duì)修正之后的結(jié)構(gòu)方程模型做進(jìn)一步分析。最后,實(shí)證研究結(jié)果驗(yàn)證了本文的研究假設(shè)。 第六、研究結(jié)論和對(duì)策建議。根據(jù)對(duì)結(jié)構(gòu)方程模型分析的結(jié)果,得出本文的研究結(jié)論,并就如何完善乳制品企業(yè)社會(huì)責(zé)任,分別從政府、乳制品企業(yè)和消費(fèi)者等不同角度提出了相應(yīng)的對(duì)策建議。 本文研究的結(jié)論主要有： 第一、乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向產(chǎn)生直接正向影響。 第二、乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者信任和消費(fèi)者感知產(chǎn)品質(zhì)量產(chǎn)生直接正向影響。 第三、消費(fèi)者信任和消費(fèi)者感知產(chǎn)品質(zhì)量對(duì)消費(fèi)者購買意向產(chǎn)生直接正向影響。 第四、乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者購買意向產(chǎn)生間接正向影響,且間接作用力大于直接作用力。 第五、消費(fèi)者信任和消費(fèi)者感知產(chǎn)品質(zhì)量在乳制品企業(yè)社會(huì)責(zé)任對(duì)消費(fèi)者產(chǎn)生影響的作用中起著中介作用。
[Abstract]:With the rapid development of our economy and the improvement of people's living standard, people on the consumption of dairy products growing demand, the dairy industry has entered a period of rapid development. However, the frequent quality problems of dairy industry in recent years, a serious blow to the consumers of dairy products business confidence, also triggered a discussion on the dairy products enterprise social responsibility of academic circles. Based on this background, this paper takes the dairy enterprise social responsibility as the starting point, based on the perspective of consumers, the design of "dairy corporate social responsibility on consumer purchase intention questionnaire". Then according to the dairy enterprise social responsibility, consumer trust, the relationship between consumer perception of product the quality and consumer purchase intention of the four latent variables to construct the structure equation model, to study whether the dairy products enterprise social responsibility will directly affect the consumer purchase The intention, and the dairy products enterprise social responsibility is through the two intermediary variables of consumer trust and consumer perception of product quality indirectly affect consumers'purchase intention. I hope that through this study, with the power of the consumer can urge the dairy enterprises to fulfill their social responsibility to promote the dairy industry healthy and sustainable development.
The research content of this article mainly includes six parts.
The first is introduction. It mainly introduces the research background, purpose and significance of the research, points out the research contents and research methods, and puts forward the research train of thought and technological line.
Second, literature review. Based on the summary of the related literature at home and abroad, expounds the social responsibility of the enterprise, the dairy products enterprise social responsibility, consumer trust, related to the concept of consumer perception of product quality and consumer purchase intention, refines the corporate social responsibility on consumer purchase intention to buy literature influence.
Third, construct the theory hypothesis and the theory of structural equation model. The relevant theoretical research at home and abroad, five hypotheses of social responsibility in dairy enterprises have direct and indirect effects on consumer purchase intention, according to the theoretical model of the relationship among the latent variables to construct two structural equations.
Fourth, questionnaire preparation and research design. This study used the research results at home and abroad to prepare the pre test questionnaire and conducted a pre survey through a small sample. According to the results of the pre-test, the questionnaire was further amended and perfected, and finally a formal questionnaire was formed.
Fifth, empirical research and analysis. In this study, 400 questionnaires were distributed, 344 valid questionnaires, hypothesis testing and accordingly the variable factor analysis and structural equation model. Firstly, the descriptive statistical analysis and reliability of the data by SPSS17.0 software, the validity test. Secondly, the premise of the reliability and validity of the ideal next, the structural equation model is set up by AMOS20.0 software, along the "dairy enterprises social responsibility -- consumer purchase intention" and "dairy enterprises social responsibility -- the trust of consumers, consumer perception of product quality Logic -- consumer purchase intention" to analyze the regression and path of initial structural equation model, and carry on the test of goodness of fit the model. According to the test result to modify the initial structural equation model and structural equation model of correction after further analysis. Finally, the real The results of the study verify the hypothesis of this study.
Sixth, research conclusions and suggestions. Based on the results of structural equation modeling, we draw the conclusions of this study, and put forward corresponding countermeasures from different perspectives, such as government, dairy companies and consumers, to improve the social responsibility of dairy enterprises.
The main conclusions of this paper are as follows:
First, the social responsibility of dairy enterprises has a direct positive impact on consumer purchase intention.
Second, the social responsibility of dairy enterprises has a direct positive impact on consumer trust and consumer perception of product quality.
Third, consumer trust and consumer perceived product quality have a direct positive impact on consumer purchase intentions.
Fourth, the social responsibility of dairy enterprises has an indirect positive impact on consumer purchase intention, and the indirect force is greater than the direct force.
Fifth, consumer trust and consumer perception of product quality play an intermediary role in the impact of social responsibility of dairy enterprises on consumers.

【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F270;F274;F426.82

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