本文選題：社區(qū)支持農(nóng)業(yè)　切入點：消費者感知價值　出處：《長沙理工大學(xué)》2015年碩士論文

【摘要】：19世紀(jì)70年代,由于人們對食品安全信心的日漸喪失,加之對城市化的反思和鄉(xiāng)村重建思潮的興起等因素,一種新型的農(nóng)業(yè)模式——社區(qū)支持農(nóng)業(yè)(community supported agriculture,簡稱CSA)應(yīng)運而生。近十年來,社區(qū)支持農(nóng)業(yè)型農(nóng)業(yè)經(jīng)歷了一個較快增長的時期。我國CSA的起步較晚,但發(fā)展很快。據(jù)不完全統(tǒng)計,目前我國大約有100家CSA農(nóng)場。在CSA農(nóng)場快速增長的同時,由于經(jīng)營管理不善,消費者流失率急劇上升。企業(yè)能否長期經(jīng)營主要依賴于消費者是否能夠持續(xù)使用和消費企業(yè)的產(chǎn)品和服務(wù)。消費者價值被視為導(dǎo)致消費者滿意與忠誠的驅(qū)動力。以消費者感知價值作為前因,探究消費者對社區(qū)支持農(nóng)業(yè)的感知價值維度對消費者滿意度和行為意向的關(guān)系,可為CSA農(nóng)場實施基于消費者價值創(chuàng)造的營銷計劃指明努力的方向。本章首先結(jié)合感知價值構(gòu)成理論和CSA農(nóng)場的會員訪談記錄,提出了CSA的消費者感知價值維度；并基于價值滿意因果鏈理論構(gòu)建了消費者對CSA的感知價值、滿意度和行為意向關(guān)系模型；之后通過實證研究探討了消費者對CSA的感知價值各維度與消費者滿意度之間,以及這些前驅(qū)變量對消費者行為意向的影響作用。本文得出的主要結(jié)論如下：(1)消費者對CSA的感知價值由感知利益和感知成本兩個方面構(gòu)成。其中感知利益包括產(chǎn)品價值、情感價值、社會價值3個方面；感知成本包括不便利性和感知風(fēng)險兩個方面。研究發(fā)現(xiàn)感知價值各個維度對CSA消費者行為意向均有顯著影響,且消費者滿意在其中起中介效用。(2)滿意度是消費者行為意向最為有力的解釋變量。各相關(guān)變量對消費者行為意向的回歸系數(shù)顯示,消費者滿意是消費者行為意向最為重要的影響因素。這一研究結(jié)論與以往Oliver、Swan Trawick等人的研究結(jié)論保持了很好的一致性。(3)產(chǎn)品價值是影響消費者行為意向最為重要的價值構(gòu)成。(4)消費者滿意度影響因素分析——感知不便利性水平影響最為顯著。由CSA感知價值與滿意度的回歸和SEM分析可知,感知不便利性對消費者滿意的影響系數(shù)最大,其次是感知風(fēng)險。
[Abstract]:In the 1870s, due to the loss of people's confidence in food safety, the reflection on urbanization and the rise of rural reconstruction, a new agricultural model, community supported agriculture (CSAA), emerged as the times require.In the past ten years, community support agriculture has experienced a period of rapid growth.The CSA of our country starts late, but develops quickly.According to incomplete statistics, there are about 100 CSA farms in China.The rapid growth of CSA farms was accompanied by a sharp rise in consumer wastage due to poor management.The long-term operation of enterprises mainly depends on whether consumers can continue to use and consume the products and services of enterprises.Consumer value is seen as a driving force leading to consumer satisfaction and loyalty.Taking consumer perceived value as the antecedent, this paper explores the relationship between consumer satisfaction and behavior intention in the perceived value dimension of community support agriculture, and points out the direction for CSA farm to implement the marketing plan based on consumer value creation.This chapter firstly puts forward the dimension of consumer perceived value of CSA based on the theory of perceived value constitution and the record of CSA farm member interview, and constructs the consumer's perceived value to CSA based on the theory of value satisfaction causality chain.The relationship between satisfaction and behavioral intention is analyzed. Then, the relationship between consumer perceived value and consumer satisfaction is discussed through empirical research, and the influence of these precursors on consumer behavior intention is also discussed.The main conclusions of this paper are as follows: (1) consumers' perceived value to CSA consists of perceived benefits and perceived costs.Perceived benefits include product value, emotional value and social value, while perceived cost includes two aspects: unconvenience and perceived risk.The study found that each dimension of perceived value has a significant impact on consumer behavior intention in CSA, and consumer satisfaction is the most powerful explanatory variable of consumer behavior intention.The regression coefficient of each related variable to consumer behavior intention shows that consumer satisfaction is the most important influencing factor of consumer behavior intention.This conclusion maintains a good consistency with the previous conclusions of Oliver Swan Trawick et al.) Product value is the most important value component affecting consumer behavior intention.Convenience level is the most significant impact.From the regression of CSA perceived value and satisfaction and SEM analysis, we can see that perceived inconvenience has the greatest influence on consumer satisfaction, followed by perceived risk.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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本文編號：1688378