發(fā)布時間：2018-05-25 05:47

  本文選題：認(rèn)證食品 + 食品安全��； 參考：《哈爾濱商業(yè)大學(xué)》2017年碩士論文

【摘要】：食品安全問題負(fù)面影響大且傳播速度快,是社會民生的一個重要和敏感話題。隨著微博、微信等信息傳播媒介的快速發(fā)展,公眾通過網(wǎng)絡(luò)平臺發(fā)布和傳播對食品安全事件的態(tài)度、觀點(diǎn)、情緒等,無限倍放大了食品安全問題引發(fā)的社會憂慮,同時也極大地提高公眾的食品安全風(fēng)險感知意識和風(fēng)險預(yù)防意識�，F(xiàn)階段,人們的食品消費(fèi)隨著生活質(zhì)量的改善而發(fā)生了巨大的變化,消費(fèi)者食品消費(fèi)逐漸由只注重數(shù)量轉(zhuǎn)變?yōu)橘|(zhì)量優(yōu)先,在飲食需求上更加重視營養(yǎng)、健康。認(rèn)證食品在安全質(zhì)量上要高于普通食品,在營養(yǎng)健康上更加符合當(dāng)前人們的食品消費(fèi)需求。認(rèn)證食品市場理應(yīng)發(fā)展得如火如荼,呈現(xiàn)發(fā)展?jié)摿^強(qiáng)的趨勢。但是,事實(shí)卻并非如此,我國認(rèn)證食品市場發(fā)展緩慢,認(rèn)證食品消費(fèi)常年不足。這與頻發(fā)的食品安全事件存在較大關(guān)系,食品安全事件不僅使食品行業(yè)受到重創(chuàng),更是嚴(yán)重?fù)p壞了消費(fèi)者的食品安全信任度,認(rèn)證食品難以獨(dú)善其身,認(rèn)證食品市場的有序穩(wěn)定發(fā)展受到?jīng)_擊和阻礙。所以,通過研究食品安全信任度對認(rèn)證食品購買意愿的影響,試圖從信任度的角度找到影響認(rèn)證食品購買意愿的主要因素,以便因地適宜地制定提升認(rèn)證食品購買意愿的建議和對策。這對認(rèn)證食品市場的發(fā)展和政府食品安全監(jiān)管的提升等方面都具有一定的借鑒意義。通過閱讀和整理國內(nèi)外食品安全信任、購買意愿等相關(guān)研究文獻(xiàn),建立認(rèn)證食品信任度對消費(fèi)者認(rèn)證食品購買意愿影響理論模型,并提出消費(fèi)者信任度對購買意愿影響和信任度中介作用的研究假設(shè)。在相關(guān)文獻(xiàn)資料和專家指導(dǎo)下,設(shè)計關(guān)于認(rèn)證食品信任度對認(rèn)證食品購買意愿影響的問卷相關(guān)題項,對獲得的問卷數(shù)據(jù)進(jìn)行處理和分析,運(yùn)用SPSS19.0進(jìn)行三步回歸分析,驗(yàn)證提出的25個研究假設(shè)。研究結(jié)果表明:購買經(jīng)驗(yàn)、政府監(jiān)管評價、生產(chǎn)商行為特征、銷售商行為特征分別與認(rèn)證食品信任度、購買意愿顯著正相關(guān);風(fēng)險感知顯著負(fù)向影響購買意愿,但與認(rèn)證食品信任度不存在顯著關(guān)系;新聞輿論顯著負(fù)向影響認(rèn)證食品信任度、購買意愿;認(rèn)證食品信任度在風(fēng)險感知、購買經(jīng)驗(yàn)、政府監(jiān)管評價、生產(chǎn)商行為特征、銷售商行為特征、新聞輿論與購買意愿之間起部分中介作用。因此,提出了相應(yīng)的建議:進(jìn)一步提高政府食品安全監(jiān)管效率;建立和完善食品安全風(fēng)險分析和信息披露制度;提升企業(yè)安全食品經(jīng)營能力;調(diào)整營銷策略,正確引導(dǎo)消費(fèi)者健康和安全地進(jìn)行認(rèn)證食品消費(fèi);提升認(rèn)證食品行業(yè)集體聲譽(yù)。
[Abstract]:Food safety is an important and sensitive topic for people's livelihood. With the rapid development of information media such as Weibo, WeChat, and so on, the public has published and disseminated their attitudes, views and emotions on food safety incidents through the Internet platform, which has magnified the social worries caused by food safety problems by an infinite degree. At the same time, also greatly improve the public awareness of food safety risk awareness and awareness of risk prevention. At present, people's food consumption has changed greatly with the improvement of quality of life. Consumer's food consumption has gradually changed from focusing on quantity to giving priority to quality, and paying more attention to nutrition and health in dietary demand. The quality of certified food is higher than that of common food, and the nutrition and health of certified food is more in line with the current food consumption needs. Certified food market should be in full swing, showing a strong trend of development potential. However, this is not the case. The development of certified food market is slow and the consumption of certified food is insufficient. This has more to do with frequent food safety incidents. Food safety incidents not only severely hit the food industry, but also seriously damaged consumers' food safety trust. The orderly and stable development of certified food market has been impacted and hindered. Therefore, by studying the influence of food safety trust on the purchase intention of certified food, we try to find out the main factors that affect the purchase intention of certified food from the perspective of trust. In order to develop appropriate recommendations and countermeasures to enhance the purchase intention of certified food. This has certain reference significance to the development of certified food market and the improvement of government food safety supervision. By reading and sorting out the relevant research documents such as food safety trust and purchase intention at home and abroad, the theoretical model of the influence of certified food trust on consumer's food purchase intention is established. The research hypotheses of the influence of consumer trust on purchase intention and the intermediary effect of trust are put forward. Under the guidance of relevant literature and experts, this paper designs a questionnaire item about the influence of certified food trust on the purchase intention of certified food, processes and analyzes the obtained questionnaire data, and makes a three-step regression analysis using SPSS19.0. Verify 25 proposed research hypotheses. The results show that: purchase experience, government regulatory evaluation, manufacturer behavior characteristics, seller behavior characteristics and certified food trust, purchase intention significantly positive correlation, risk perception significantly negative impact on purchase intention. However, there is no significant relationship with the level of certified food trust; the news public opinion has a significant negative influence on the certified food trust and purchase intention; the certification food trust has a significant impact on risk perception, purchase experience, government supervision and evaluation, and the characteristics of producer behavior. Seller behavior characteristics, news public opinion and purchase will play a part of the intermediary role. Therefore, the corresponding suggestions are put forward: to further improve the efficiency of government food safety supervision; to establish and improve the food safety risk analysis and information disclosure system; to enhance the management ability of enterprise safety food; to adjust marketing strategies; Correctly guide consumers to conduct certified food consumption in a healthy and safe manner; enhance the collective reputation of certified food industry.
【學(xué)位授予單位】：哈爾濱商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F203

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本文編號：1932366