【摘要】：近幾年不斷曝光的奶粉安全事件,使得家長們對(duì)國產(chǎn)嬰幼兒奶粉逐漸喪失了信心,大家紛紛把目光投向了質(zhì)量安全系數(shù)相對(duì)較高的洋奶粉品牌上。這對(duì)我國的奶粉企業(yè)來說可謂損失巨大,如何挽回市場份額,如何重獲消費(fèi)者信心已經(jīng)成為國內(nèi)奶粉企業(yè)亟待解決的問題,因此針對(duì)這一現(xiàn)象,本文對(duì)消費(fèi)者嬰幼兒奶粉的購買行為進(jìn)行了深入的研究。本文以許昌市部分消費(fèi)者為研究對(duì)象,通過調(diào)查問卷進(jìn)行實(shí)地調(diào)研并且收集錄入數(shù)據(jù),然后通過SPSS軟件進(jìn)行實(shí)證分析,具體分析了影響消費(fèi)者購買行為的幾個(gè)因素。首先通過方差分析檢驗(yàn)不同性別、年齡、文化程度和家庭收入水平對(duì)消費(fèi)者購買行為的影響方面是否存在顯著性差異。其次是運(yùn)用相關(guān)性分析研究不同的影響因素與消費(fèi)者購買行為之間是否存在相關(guān)性,把相關(guān)性不強(qiáng)的因素首先排除掉,便于接下來因子分析中的方差貢獻(xiàn)率更加集中。然后是進(jìn)行因子分析,通過SPSS軟件輸出的特征值和貢獻(xiàn)率中得到了5個(gè)公因子,可以替代原來的11個(gè)基礎(chǔ)變量進(jìn)行下一步的分析,并且通過因子得分矩陣來表示公因子的得分值。最后是運(yùn)用多元線性回歸分析來研究自變量與因變量之間的關(guān)系,由于本文的因變量購買行為分為品牌的選購和價(jià)位的選擇兩個(gè)方面,所以從最終的回歸系數(shù)可以得到各自的回歸方程,并由此得出公因子對(duì)消費(fèi)者購買行為的影響程度。通過實(shí)證分析得出研究結(jié)論即消費(fèi)者的個(gè)體條件、產(chǎn)品認(rèn)知、客觀評(píng)價(jià)及消費(fèi)環(huán)境對(duì)其購買行為有一定的影響,并給政府相關(guān)部門及奶粉企業(yè)提出可供參考的意見和建議。本文的創(chuàng)新點(diǎn)有兩個(gè)方面,一是在選題及方法上面有一定的創(chuàng)新,由于目前國內(nèi)學(xué)者們針對(duì)乳制品具體種類購買行為的實(shí)證研究比較少,本文以嬰幼兒奶粉為研究對(duì)象,并且通過問卷調(diào)查運(yùn)用一系列的實(shí)證分析方法進(jìn)行了研究。二是本文設(shè)計(jì)的調(diào)查問卷涵蓋了消費(fèi)者嬰幼兒奶粉購買行為的基本影響因素,并且將這些影響因素總結(jié)為個(gè)體條件、產(chǎn)品認(rèn)知、客觀評(píng)價(jià)和消費(fèi)環(huán)境,這樣不僅簡化了實(shí)證分析中多元線性回歸分析的復(fù)雜性,更有利于后面結(jié)論的得出。
[Abstract]:In recent years, the exposure of milk powder safety incidents, parents gradually lost confidence in domestic infant milk powder, everyone has turned their eyes on the relatively high quality and safety factor of foreign milk powder brands. This is a huge loss for milk powder enterprises in China. How to recover market share and regain consumer confidence has become an urgent problem for domestic milk powder enterprises. Therefore, in view of this phenomenon, In this paper, the purchasing behavior of infant milk powder is studied. This paper takes some consumers in Xuchang city as the research object, carries on the field investigation and collects the data through the questionnaire, then carries on the empirical analysis through the SPSS software, has analyzed several factors which influence the consumer purchase behavior concretely. First, the variance analysis was used to test whether there were significant differences in the influence of gender, age, education level and family income level on consumer purchase behavior. The second is to use correlation analysis to study whether there is correlation between different influencing factors and consumer purchase behavior, and to eliminate the factors that are not strong, so that the variance contribution rate in factor analysis can be more concentrated. Then factor analysis is carried out, and five common factors are obtained through the eigenvalue and contribution rate of SPSS software output, which can replace the original 11 basic variables for the next analysis. And through the factor score matrix to represent the common factor score value. Finally, we use multiple linear regression analysis to study the relationship between independent variables and dependent variables, because the dependent variable purchase behavior is divided into two aspects: brand purchase and price choice. Therefore, the regression equation can be obtained from the final regression coefficient, and the degree of influence of common factors on consumers' purchase behavior is obtained. Through the empirical analysis, the author draws the conclusion that consumer's individual condition, product cognition, objective evaluation and consumption environment have certain influence on their purchasing behavior, and put forward some suggestions for reference to the relevant government departments and milk powder enterprises. There are two aspects of innovation in this paper. First, there are some innovations in the selection of topics and methods. As there are few empirical studies on specific types of dairy products, this paper takes infant milk powder as the research object. A series of empirical analysis methods are used in the questionnaire survey. Second, the questionnaire designed in this paper covers the basic influencing factors of the consumer's purchasing behavior of infant milk powder, and summarizes these factors as individual conditions, product cognition, objective evaluation and consumption environment. This not only simplifies the complexity of multiple linear regression analysis in empirical analysis, but also facilitates the conclusion.
【學(xué)位授予單位】：河南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.55

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