【摘要】：隨著社會經濟水平的發(fā)展,人們的生活水平也在普遍提高,市場上可供消費者選擇的農產品數量和種類越來越多,所以人們對農產品的要求也不再僅僅是數量,而是愈加注重質量。然而,近些年來時有嚴重的農產品安全事件發(fā)生,使得農產品市場形勢嚴峻,不少消費者也因此對農產品的質量越來越缺少信任,同時也影響到了消費者的購買行為。此外,消費者對農產品質量的態(tài)度還會影響到政府部門對市場的管理情況,提升消費者對農產品質量的認知意識有利于維護一個良好的市場秩序和氛圍�？紤]到不同農產品質量的標準在細節(jié)上千差萬別,為了方便論文指標的構建和量化,選取贛南臍橙為典型商品進行調查分析。通過問卷調查了解消費者對贛南臍橙質量認知水平的大致情況,采用文獻整理和專家打分構建了影響消費者對贛南臍橙質量認知水平因素的指標體系,并運用logistic回歸模型分析了各因素對質量認知水平的影響情況。此外,考慮到消費者對贛南臍橙質量認知水平可能會對消費者的購買行為產生影響,也對消費者的購買行為進行了調查并量化處理,再次運用logistic回歸模型分析了質量認知水平對購買行為的影響情況。通過調查分析得出消費者對贛南臍橙的質量認知水平普遍不高,整體的認知水平有待提升,在影響因素中有部分因素對質量認知水平存在顯著的影響。在消費者的購買行為中價格因素顯得比較突出,而不同分類的質量認知水平對購買行為也有不同程度的影響。為此,政府部門要起到積極的宣傳作用,利用不同形式的宣傳讓消費者明白食品安全的意義,培養(yǎng)消費者的食品健康意識。同時企業(yè)和個體經營者要嚴格要求自己,使農產品的質量有保障,還要根據市場中的需求對生產決策做出調整,以避免損失。對消費者個人而言,要積極關注農產品質量,培養(yǎng)自身的意識,提高認知水平,做出合理的購買決策。
[Abstract]:With the development of social and economic level, people's living standards are also generally improving. The number and variety of agricultural products available to consumers in the market are increasing, so people's demand for agricultural products is no longer just quantity. But an increasing focus on quality. However, in recent years, there are serious agricultural security incidents, which make the market situation of agricultural products grim, and many consumers have more and more lack of trust in the quality of agricultural products, but also affect the purchase behavior of consumers. In addition, the attitude of consumers towards the quality of agricultural products will also affect the management of the market by government departments, and promoting consumers' awareness of the quality of agricultural products will help to maintain a good market order and atmosphere. Considering that the quality standards of different agricultural products vary widely in detail, in order to facilitate the construction and quantification of the indexes of the paper, the navel orange in Gannan is selected as a typical commodity for investigation and analysis. Through the questionnaire survey to know the consumer to Gannan navel orange quality cognition level general situation, uses the literature arrangement and the expert marks to construct the influence consumer to Gannan navel orange quality cognition level factor index system. Logistic regression model was used to analyze the influence of various factors on quality cognition level. In addition, considering that consumers' awareness of the quality of Gannan navel orange may have an impact on consumers' purchasing behavior, consumers' purchasing behavior has also been investigated and quantified. The influence of quality cognition level on purchase behavior is analyzed by logistic regression model. Through investigation and analysis, it is concluded that the quality cognition level of Gannan navel orange is generally not high, the overall cognitive level needs to be improved, and some factors have significant influence on the quality cognition level. The price factor is prominent in the consumer's purchase behavior, and the quality cognition level of different classification also has different influence on the purchase behavior. Therefore, government departments should play an active role in propaganda, using different forms of propaganda to let consumers understand the significance of food safety, and cultivate consumers' awareness of food health. At the same time, enterprises and self-employed enterprises should strictly require themselves to ensure the quality of agricultural products, and make adjustments to the production decisions according to the needs of the market in order to avoid losses. For consumers, we should pay more attention to the quality of agricultural products, cultivate their own consciousness, improve their cognitive level and make reasonable purchasing decisions.
【學位授予單位】：江西財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：C913.3

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