本文選題：保健食品　切入點(diǎn)：購(gòu)買意向　出處：《江南大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：我國(guó)的保健食品行業(yè)較于國(guó)外市場(chǎng)起步較晚,但是其發(fā)展勢(shì)頭非常迅猛,經(jīng)過幾十年的發(fā)展,已經(jīng)成為國(guó)內(nèi)最具前景和活力的行業(yè)之一。中國(guó)保健食品市場(chǎng)潛力巨大,在保健食品市場(chǎng)快速擴(kuò)張的同時(shí),各種問題和危機(jī)也日益凸顯,保健食品行業(yè)的轉(zhuǎn)型迫在眉睫。基于此背景,本文在消費(fèi)者行為學(xué)相關(guān)理論的基礎(chǔ)之上,通過問卷對(duì)城市居民中各年齡段保健食品消費(fèi)者關(guān)于保健食品的態(tài)度及行為意向等方面進(jìn)行調(diào)研,系統(tǒng)地分析了影響城市居民保健食品購(gòu)買意向和行為的因素,豐富和發(fā)展了保健食品領(lǐng)域消費(fèi)行為的研究,為保健食品企業(yè)實(shí)施營(yíng)銷策略提供了理論和現(xiàn)實(shí)的依據(jù)。在研究中以行為態(tài)度、社會(huì)因素、情境因素和便利條件四個(gè)維度為自變量,得出的主要結(jié)論有:第一,行為態(tài)度、社會(huì)因素和情境因素均正向影響城市居民消費(fèi)者的購(gòu)買意向,這三者對(duì)于購(gòu)買意向的影響程度為:行為態(tài)度社會(huì)因素情境因素。城市居民消費(fèi)者對(duì)于保健食品的購(gòu)買意向可以有效地預(yù)測(cè)實(shí)際的購(gòu)買行為,而便利條件對(duì)于實(shí)際購(gòu)買行為也存在顯著的正向影響,便利條件能夠促進(jìn)消費(fèi)者將購(gòu)買意向轉(zhuǎn)變?yōu)閷?shí)際的購(gòu)買行為。第二,人口統(tǒng)計(jì)因素作為調(diào)節(jié)變量的多群組分析結(jié)果表明,性別、年齡和月收入等變量對(duì)城市居民消費(fèi)者保健食品購(gòu)買意向和行為的影響具有明顯差異。對(duì)于不同性別的消費(fèi)者,女性普遍對(duì)保健食品的態(tài)度更加積極,她們很容易產(chǎn)生購(gòu)買意向,但是在將購(gòu)買意向轉(zhuǎn)變成實(shí)際的購(gòu)買行為時(shí),她們的表現(xiàn)卻大打折扣。對(duì)于年齡因素,青年人和中老年人對(duì)保健食品的態(tài)度差異不大。隨著社會(huì)老齡化,以及工作生活的壓力增多,越來(lái)越多的青年人也開始注重身體的保健工作,青年人對(duì)保健食品的塑身、美容和抗衰老等功效較為看重,而中老年人很大程度上是出于調(diào)理身體、改善機(jī)能的考慮。同時(shí),青年人購(gòu)買保健食品的行為容易受到周圍參考群體和便利條件的影響,而中老年人更易受到情境因素的影響,如周圍購(gòu)買氛圍和習(xí)俗趨勢(shì)等。月收入作為調(diào)節(jié)變量的分析結(jié)果顯示,當(dāng)高收入群體對(duì)保健食品的行為態(tài)度更積極,受到的社會(huì)因素和情境因素的影響更顯著時(shí),其購(gòu)買意向就越強(qiáng)烈。在將保健食品購(gòu)買意向轉(zhuǎn)變?yōu)閷?shí)際的購(gòu)買行為這一方面,高收入群體的表現(xiàn)也更搶眼,因?yàn)槭杖胧怯绊懴M(fèi)的一個(gè)關(guān)鍵性因素。
[Abstract]:The health food industry of our country starts relatively late compared with the foreign market, but its development momentum is very swift and violent. After decades of development, it has become one of the most promising and dynamic industries in our country. The health food market in China has great potential. With the rapid expansion of the health food market, various problems and crises are becoming increasingly prominent, and the transformation of the health food industry is imminent. Based on this background, this paper is based on the relevant theories of consumer behavior. Through the investigation on the attitude and behavior intention of the health food consumers of different age groups among the urban residents, the factors influencing the purchase intention and behavior of the health food in the city residents were analyzed systematically. It enriches and develops the research on consumer behavior in the field of health food, and provides theoretical and practical basis for health food enterprises to implement marketing strategies. The four dimensions of situational factors and convenience conditions are independent variables. The main conclusions are as follows: first, behavioral attitude, social factors and situational factors all positively affect the purchase intention of urban residents. The influence of these three factors on purchase intention is as follows: social factors of behavior, attitude, social factors and situational factors. The purchase intention of urban residents for health food can effectively predict the actual purchase behavior. The convenience condition has a significant positive effect on the actual purchase behavior, and the convenience condition can promote consumers to change the purchase intention into the actual purchase behavior. Secondly, the results of the multi-group analysis of demographic factors as the regulating variable show that the convenience condition can promote the consumers to change the purchase intention into the actual purchase behavior. The influence of sex, age and monthly income on the health food purchase intention and behavior of urban residents was significantly different. For the consumers of different sexes, women generally had a more positive attitude towards health food. It is easy for them to produce purchase intention, but their performance is greatly reduced when they turn purchase intention into actual purchase behavior. As the society ages and the pressure of working life increases, more and more young people begin to pay attention to the health care work of the body. Effects such as beauty and anti-aging are more valued, while older persons are, to a large extent, motivated by the need to regulate their bodies and improve their functioning. At the same time, the behaviour of young people in purchasing health food is vulnerable to the influence of the surrounding reference groups and convenience conditions, The analysis of monthly income as a regulating variable showed that when the high-income group had a more positive attitude towards health food, they were more likely to be affected by situational factors, such as the purchasing atmosphere and the trend of customs around them. When the influence of social factors and situational factors is more significant, the more intensely the purchase intention is, the more attractive the high-income group is when it comes to transforming the health food purchase intention into the actual purchase behavior. Because income is a key factor affecting consumption.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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