消费者对赣南脐橙的消费偏好及其购买方式的影响因素研究

摘要：赣南脐橙作为江西省赣州市最具特色和竞争力的农业主导产业，以其甘甜的口感以及丰富的营养价值，受到广大消费者的喜爱。随着人们生活水平的不断提高，消费者的偏好也在不断变化。本文将从产品因素、价格因素、购买动机、购买习惯及消费者对赣南脐橙的认知水平等方面进行调查分析，并且分析价格、口感、新鲜程度等9个因素对消费者赣南脐橙购买方式决策的影响。研究发现：口感、新鲜程度、外观的关心程度对消费者线上购买赣南脐橙有显著负向影响，即消费者对这三个因素的关心程度越高，线上购买赣南脐橙的概率越低。而对质量安全、品牌的关心程度呈显著正向影响，越关心质量安全及品牌，消费者选择线上购买的概率越大。33181
毕业论文关键词：赣南脐橙；消费行为；消费习惯；消费特征
THE RESEARCH ON CONSUMERS’ CONSUMPTION BEHAVIOR OF GANNAN NAVEL ORANGE AND ITS INFLUENCE FACTORS
Abstract： Gannan navel orange is the most characteristic and competitive agricultural leading industry in Jiangxi, Ganzhou. With its sweet tastes and rich nutritional values, it is popular among consumers. With the continuous improvement of people's living standards, consumer preferences are changing. This article will analyze consumer behavior from five aspects (the product factors, price factors, purchase motivation, consumer habits, the cognitive level of Gannan navel orange). Besides, the article also includes the analysis of effects of nine factors (price, taste, freshness etc.) on consumer purchase decision of Gannan navel orange. The study found that: the degree of concern for tastes, freshness, appearance has a significant negative impact on the purchase decision, which means the higher degree of concern for these three factors, the lower probability of choosing to purchase online. As for the degree of concern for quality and brand, it has a significant positive impact on purchase decision. The consumers are more concerned about the quality and brand, choosing online purchase is more possible.
Key words: Gannan navel orange；consumer behavior；consumption habits；characteristics of consumer
目录
摘要1
关键词1
Abstract1
Key words1
一、引言2
（一）研究背景与意义2
    1.研究背景2
    2.研究目的与意义2
（二）研究内容与方法2
    1.研究内容2
    2.研究方法3
（三）创新性与不足3
    1.本文的创新之处3
    2.本文的不足之处3
二、文献综述4
（一）国内研究进展4
（二）国外研究进展5
三、研究设计5
（一）问卷的设计与调查5
（二）问卷调查的过程与方法6
四、研究分析6
（一）消费者结构分析6
（二）消费行为分析7
    1.产品因素分析7
    2.价格因素分析12
    3.认知水平分析13
    4.购买动机分析14
    5.购买习惯分析15
（三）影响消费者线上购买赣南脐橙的因素分析17
    1.消费者对各影响因素的关心程度17
    2.回归结果分析18
五、结论与建议19
（一）结论19
（二）建议19
致谢20
参考文献20
附录1 调查问卷21
图目录
图1 品种消费情况分析8
图2 果实形状需求分析8
图3 果皮颜色需求分析8
图4 果皮厚度需求分析9
图5 果皮纹路偏好分析9
图6 脐孔形状偏好分析9
图7 果皮剥离难易程度偏好分析10
图8 果肉颜色偏好分析10 消费者对赣南脐橙的消费偏好及其购买方式的影响因素研究:http://www.youerw.com/guanli/lunwen_30119.html