本文關(guān)鍵詞：消費(fèi)者LED家用照明設(shè)備購(gòu)買意愿分析　出處：《西北農(nóng)林科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：LED產(chǎn)品問世以來，以其低電壓、低能耗、長(zhǎng)壽命、高可靠性、易維護(hù)等優(yōu)點(diǎn)得到了廣泛的關(guān)注，被認(rèn)為是新一代的照明技術(shù)而在各國(guó)得到了快速的發(fā)展，引起了各國(guó)的高度重視。中國(guó)近年來遭受了包括“霧霾”在內(nèi)的一系列環(huán)境問題，人們對(duì)環(huán)境保護(hù)的關(guān)注度日益提升。LED產(chǎn)品由于具有能耗低、無污染等特點(diǎn)而表現(xiàn)出了獨(dú)特的優(yōu)勢(shì)，對(duì)其的推廣有利于實(shí)現(xiàn)“節(jié)能減排”和環(huán)境保護(hù)的戰(zhàn)略方針。近年來，LED產(chǎn)業(yè)的發(fā)展得到了相關(guān)政府部門的大力扶持，包括國(guó)家發(fā)展改革委在內(nèi)的國(guó)家部委發(fā)布了一系列針對(duì)LED產(chǎn)業(yè)規(guī)劃、發(fā)展的規(guī)劃和建議，中國(guó)的LED產(chǎn)業(yè)也得到了快速地發(fā)展，產(chǎn)量快速增長(zhǎng)。產(chǎn)品的最終消費(fèi)主體是廣大消費(fèi)者，消費(fèi)者的行為特征及購(gòu)買意愿是決定LED品行業(yè)能否健康、快速發(fā)展的重要因素。因此，研究消費(fèi)者對(duì)LED產(chǎn)品的購(gòu)買意愿，對(duì)于促進(jìn)我國(guó)LED行業(yè)的發(fā)展具有重大意義。 本文首先回顧了國(guó)內(nèi)外文獻(xiàn)對(duì)消費(fèi)者行為，定義了綠色消費(fèi)的相關(guān)概念和LED產(chǎn)品。闡述了綠色消費(fèi)的相關(guān)理論，包括消費(fèi)者的認(rèn)知和購(gòu)買意愿之間的關(guān)系理論，消費(fèi)者需求理論，消費(fèi)者購(gòu)買行為理論等理論基礎(chǔ)。構(gòu)建了實(shí)證分析影響消費(fèi)者購(gòu)買意愿因素的分析模型。本研究的實(shí)證數(shù)據(jù)來源于福建省廈門和漳州兩市，通過市區(qū)調(diào)研和村鎮(zhèn)調(diào)研相結(jié)合的方式獲得了城鄉(xiāng)消費(fèi)者的對(duì)比數(shù)據(jù)。對(duì)得到的數(shù)據(jù)先進(jìn)行描述性統(tǒng)計(jì)分析，而后運(yùn)用SPSS軟件進(jìn)行Logistic回歸分析對(duì)影響消費(fèi)者對(duì)LED產(chǎn)品購(gòu)買意愿的因素進(jìn)行了詳細(xì)分析。研究結(jié)果表明：大多數(shù)消費(fèi)者不了解LED產(chǎn)品，他們也不了解LED產(chǎn)品的特點(diǎn)，信任程度不高。此外，通過分析消費(fèi)者對(duì)LED產(chǎn)品的認(rèn)知、價(jià)格評(píng)估，，消費(fèi)者的個(gè)人和家庭特征和使用習(xí)慣和環(huán)境意識(shí)等，分析上述因素對(duì)消費(fèi)者購(gòu)買意愿的影響。數(shù)據(jù)分析結(jié)果顯示，消費(fèi)者的受教育程度、是否同意LED產(chǎn)品可以保護(hù)視力、是否同意LED產(chǎn)品可以保護(hù)環(huán)境、環(huán)境污染評(píng)價(jià)和環(huán)境問題的關(guān)注度等變量對(duì)消費(fèi)者的購(gòu)買意愿有影響。而部分信息渠道對(duì)農(nóng)村消費(fèi)者的購(gòu)買意愿有顯著影響，其中人際傳播渠道最為顯著，影響程度也最大。同時(shí)，研究還發(fā)現(xiàn)，產(chǎn)品認(rèn)知可能會(huì)對(duì)消費(fèi)者能否將環(huán)境意識(shí)順利地轉(zhuǎn)化為購(gòu)買意愿產(chǎn)生影響。只有在消費(fèi)者了解產(chǎn)品具有環(huán)保屬性的時(shí)候，消費(fèi)者的環(huán)境意識(shí)才會(huì)順利地轉(zhuǎn)化為對(duì)商品的購(gòu)買意愿。在城鄉(xiāng)對(duì)比中發(fā)現(xiàn)，城市地區(qū)的消費(fèi)者對(duì)LED產(chǎn)品有更大的了解，了解渠道也更顯多元化，而農(nóng)村地區(qū)消費(fèi)者對(duì)LED產(chǎn)品的了解程度偏低，也導(dǎo)致農(nóng)村地區(qū)消費(fèi)者的環(huán)境意識(shí)沒有轉(zhuǎn)化為購(gòu)買意愿。 根據(jù)實(shí)證分析結(jié)果，本文提出了促進(jìn)LED產(chǎn)業(yè)發(fā)展的合理建議。首先，有關(guān)政府部門應(yīng)當(dāng)加強(qiáng)對(duì)LED產(chǎn)品市場(chǎng)的監(jiān)督和管理，增加產(chǎn)品及其優(yōu)點(diǎn)、特點(diǎn)的宣傳，使企業(yè)得到資金和技術(shù)的支持，創(chuàng)造一個(gè)良好的環(huán)境對(duì)LED產(chǎn)品市場(chǎng)的發(fā)展。企業(yè)應(yīng)該提高他們的管理水平，開展合理有效的策略擴(kuò)大了產(chǎn)品的銷售渠道，尤其應(yīng)該注重宣傳、做好促銷，加大高技術(shù)人才的引進(jìn)，加快產(chǎn)品研發(fā)和技術(shù)升級(jí)改造。最后，消費(fèi)者也應(yīng)該更多地了解LED產(chǎn)品的相關(guān)特性和優(yōu)點(diǎn)，以更好地使用LED產(chǎn)品。
[Abstract]:Since the LED products, with its low voltage, low power consumption, long life, high reliability, easy maintenance and other advantages has been widespread concern, is considered to be a new generation of lighting technology and has developed rapidly in the world, caused the attention of the world. Chinese recently suffered a series of environmental problems including "haze", people's attention to environmental protection and rising.LED products with low energy consumption, no pollution and exhibit a unique advantage, conducive to the realization of the "war policy of energy saving and emission reduction and environmental protection on its promotion. In recent years, the development of LED industry has been vigorously support the relevant government departments, including the national development and Reform Commission, the state ministries issued a series for the LED industry planning, development planning and advice, Chinese LED industry has been rapid development, the rapid growth of production. The ultimate consumer of products is consumers. The behavior characteristics and purchase intention of consumers are the important factors to decide whether LED industry can develop healthily and rapidly. Therefore, it is significant to study consumers' purchase intention of LED products and promote the development of LED industry in China.
This paper firstly reviewed the literature on consumer behavior, defines the concept of green consumption and LED products. Expounds the related theory of green consumption, including the theory of relationship between consumer awareness and purchase intention, consumer demand theory, consumer behavior theory is constructed. Empirical analysis of the impact analysis model of consumer purchase intention the factors in this research. The empirical data from Fujian Province, Xiamen and Zhangzhou two cities, urban and rural research by combining the research by way of acquiring data comparison between urban and rural consumers. To get the data to conduct descriptive statistical analysis, and then use SPSS software to Logistic the influencing factors of consumer willingness to buy the products of LED a detailed analysis of the regression analysis. The results show that: most consumers do not understand the LED product, they do not understand the LED product The characteristics of trust degree is not high. In addition, through the analysis of consumer cognition, the price of LED product evaluation, consumers' personal and family characteristics and habits and environmental awareness, analyzing the influence factors on consumer purchase intention. The results show that consumer education, agree that LED products can protect vision, agree that LED products can protect the environment, the attention degree variable evaluation and environmental pollution have influence on the purchase intention of consumers. And some channels of information has a significant impact on rural consumers' purchase intention, the interpersonal communication channels is the most significant, the impact is also the largest. At the same time, the study also found that the product cognition may the consumer can be successfully translated into environmental awareness affect the purchase intention. When consumers understand products with environmental attributes, consumption The environmental awareness will be smoothly transformed into the commodity purchase intention. Found in urban and rural areas in contrast, city consumers have greater understanding of LED products, understand the channels are also more diversified, and the rural consumer understanding of LED products is low, also led to rural areas of the environmental consciousness of consumers did not translate into purchase intention.
According to the results of empirical analysis, this paper puts forward reasonable suggestions to promote the development of LED industry. First, the relevant government departments should strengthen supervision and management of LED products on the market, increase product and its advantages, the characteristics of publicity, so that enterprises have the financial and technical support, to create a good environment for the development of LED products on the market. We should improve their management level, to carry out a reasonable and effective strategy to expand the product sales channels, especially should pay attention to publicity, make promotion, increase the introduction of high-tech talent, accelerate product development and technology upgrading. Finally, consumers should know more about the characteristics and advantages of LED products, in order to better use LED the product.

【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F713.55

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