本文關鍵詞：乳制品企業(yè)社會責任對消費者購買意向影響的實證研究　出處：《西南大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 乳制品企業(yè)社會責任 消費者信任 感知質量 購買意向 結構方程模型

【摘要】：隨著我國經濟的快速發(fā)展和人民生活水平的不斷提高,人們對乳制品的消費需求日益旺盛,乳制品行業(yè)也步入了高速發(fā)展時期。但是,近年來乳制品行業(yè)的產品質量問題頻發(fā),嚴重打擊了消費者對乳制品企業(yè)的信心,也引發(fā)了學術界對乳制品企業(yè)社會責任的討論�；谶@樣的背景,本文以乳制品企業(yè)社會責任為切入點,基于消費者的視角,設計了“乳制品企業(yè)社會責任對消費者購買意向影響”的調查問卷。再根據(jù)乳制品企業(yè)社會責任、消費者信任、消費者感知產品質量和消費者購買意向這四個潛變量的關系構建結構方程模型,試圖研究乳制品企業(yè)社會責任是否會直接影響消費者購買意向,以及乳制品企業(yè)社會責任是否會通過消費者信任和消費者感知產品質量這兩個中介變量間接地對消費者購買意向產生影響。希望通過本文的研究,可以借助消費者的力量督促乳制品企業(yè)履行社會責任,以促進乳制品行業(yè)的健康可持續(xù)發(fā)展。 本文的研究內容主要包括六個部分。 第一、緒論。主要介紹本文的研究背景、研究目的和研究意義,指出本文的研究內容和研究方法,并提出了本文的研究思路和技術路線。 第二、文獻綜述。通過對國內外相關文獻的總結,闡述了企業(yè)社會責任、乳制品企業(yè)社會責任、消費者信任、消費者感知產品質量和消費者購買意向的相關概念,提煉了企業(yè)社會責任對消費者購買意向產生影響的研究文獻。 第三、理論假設和結構方程理論模型的構建。針對國內外的相關理論研究,提出乳制品企業(yè)社會責任對消費者購買意向產生直接和間接影響的五個研究假設,根據(jù)潛變量之間的關系構建兩個結構方程的理論模型。 第四、問卷編制與研究設計。本研究借鑒了國內外研究成果編制預測試調查問卷,并通過小范圍樣本進行預調查。根據(jù)預調查結果對問卷做進一步的修正和完善,最終形成正式調查問卷。 第五、實證研究與分析。本研究共發(fā)放調查問卷400份,得到有效問卷344份,并據(jù)此進行變量的因素分析和結構方程模型的假設檢驗。首先,用SPSS17.0軟件對數(shù)據(jù)進行描述性統(tǒng)計分析和信度、效度檢驗。其次,在信度和效度理想的前提下,用AMOS20.0軟件建立結構方程模型,沿著“乳制品企業(yè)社會責任——消費者購買意向”和“乳制品企業(yè)社會責任——消費者信任、消費者感知產品質量——消費者購買意向”的邏輯思路對初始結構方程模型進行回歸和路徑分析,并據(jù)此對模型進行擬合度檢驗。根據(jù)檢驗結果對初始結構方程模型進行修正,并對修正之后的結構方程模型做進一步分析。最后,實證研究結果驗證了本文的研究假設。 第六、研究結論和對策建議。根據(jù)對結構方程模型分析的結果,得出本文的研究結論,并就如何完善乳制品企業(yè)社會責任,分別從政府、乳制品企業(yè)和消費者等不同角度提出了相應的對策建議。 本文研究的結論主要有： 第一、乳制品企業(yè)社會責任對消費者購買意向產生直接正向影響。 第二、乳制品企業(yè)社會責任對消費者信任和消費者感知產品質量產生直接正向影響。 第三、消費者信任和消費者感知產品質量對消費者購買意向產生直接正向影響。 第四、乳制品企業(yè)社會責任對消費者購買意向產生間接正向影響,且間接作用力大于直接作用力。 第五、消費者信任和消費者感知產品質量在乳制品企業(yè)社會責任對消費者產生影響的作用中起著中介作用。
[Abstract]:With the rapid development of our economy and the improvement of people's living standard, people on the consumption of dairy products growing demand, the dairy industry has entered a period of rapid development. However, the frequent quality problems of dairy industry in recent years, a serious blow to the consumers of dairy products business confidence, also triggered a discussion on the dairy products enterprise social responsibility of academic circles. Based on this background, this paper takes the dairy enterprise social responsibility as the starting point, based on the perspective of consumers, the design of "dairy corporate social responsibility on consumer purchase intention questionnaire". Then according to the dairy enterprise social responsibility, consumer trust, the relationship between consumer perception of product the quality and consumer purchase intention of the four latent variables to construct the structure equation model, to study whether the dairy products enterprise social responsibility will directly affect the consumer purchase The intention, and the dairy products enterprise social responsibility is through the two intermediary variables of consumer trust and consumer perception of product quality indirectly affect consumers'purchase intention. I hope that through this study, with the power of the consumer can urge the dairy enterprises to fulfill their social responsibility to promote the dairy industry healthy and sustainable development.
The research content of this article mainly includes six parts.
The first is introduction. It mainly introduces the research background, purpose and significance of the research, points out the research contents and research methods, and puts forward the research train of thought and technological line.
Second, literature review. Based on the summary of the related literature at home and abroad, expounds the social responsibility of the enterprise, the dairy products enterprise social responsibility, consumer trust, related to the concept of consumer perception of product quality and consumer purchase intention, refines the corporate social responsibility on consumer purchase intention to buy literature influence.
Third, construct the theory hypothesis and the theory of structural equation model. The relevant theoretical research at home and abroad, five hypotheses of social responsibility in dairy enterprises have direct and indirect effects on consumer purchase intention, according to the theoretical model of the relationship among the latent variables to construct two structural equations.
Fourth, questionnaire preparation and research design. This study used the research results at home and abroad to prepare the pre test questionnaire and conducted a pre survey through a small sample. According to the results of the pre-test, the questionnaire was further amended and perfected, and finally a formal questionnaire was formed.
Fifth, empirical research and analysis. In this study, 400 questionnaires were distributed, 344 valid questionnaires, hypothesis testing and accordingly the variable factor analysis and structural equation model. Firstly, the descriptive statistical analysis and reliability of the data by SPSS17.0 software, the validity test. Secondly, the premise of the reliability and validity of the ideal next, the structural equation model is set up by AMOS20.0 software, along the "dairy enterprises social responsibility -- consumer purchase intention" and "dairy enterprises social responsibility -- the trust of consumers, consumer perception of product quality Logic -- consumer purchase intention" to analyze the regression and path of initial structural equation model, and carry on the test of goodness of fit the model. According to the test result to modify the initial structural equation model and structural equation model of correction after further analysis. Finally, the real The results of the study verify the hypothesis of this study.
Sixth, research conclusions and suggestions. Based on the results of structural equation modeling, we draw the conclusions of this study, and put forward corresponding countermeasures from different perspectives, such as government, dairy companies and consumers, to improve the social responsibility of dairy enterprises.
The main conclusions of this paper are as follows:
First, the social responsibility of dairy enterprises has a direct positive impact on consumer purchase intention.
Second, the social responsibility of dairy enterprises has a direct positive impact on consumer trust and consumer perception of product quality.
Third, consumer trust and consumer perceived product quality have a direct positive impact on consumer purchase intentions.
Fourth, the social responsibility of dairy enterprises has an indirect positive impact on consumer purchase intention, and the indirect force is greater than the direct force.
Fifth, consumer trust and consumer perception of product quality play an intermediary role in the impact of social responsibility of dairy enterprises on consumers.

【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F270;F274;F426.82

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