本文選題：地理標(biāo)志農(nóng)產(chǎn)品 + 消費(fèi)者認(rèn)知��； 參考：《沈陽(yáng)農(nóng)業(yè)大學(xué)》2017年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)社會(huì)的發(fā)展,人們生活水平的提高,消費(fèi)者對(duì)食品質(zhì)量安全日益關(guān)注。有關(guān)部門對(duì)農(nóng)產(chǎn)品的質(zhì)量認(rèn)證的"三品一標(biāo)"可以在一定程度上作為消費(fèi)者認(rèn)知和購(gòu)買的參考依據(jù)。其中的地理標(biāo)志農(nóng)產(chǎn)品產(chǎn)自特定地域的自然生態(tài)和人文歷史環(huán)境中,其所特有的質(zhì)量、信譽(yù)并經(jīng)審核批準(zhǔn)以地理名稱進(jìn)行命名的農(nóng)產(chǎn)品,因此越來越成為消費(fèi)者的消費(fèi)首選。消費(fèi)者認(rèn)知理論認(rèn)為在現(xiàn)實(shí)的消費(fèi)者購(gòu)買決策過程中,其行為受到主觀認(rèn)知的影響,即消費(fèi)者認(rèn)知在一定程度上影響并決定其購(gòu)買決策行為。本文選取在沈陽(yáng)居住一年以上的223名消費(fèi)者為調(diào)研對(duì)象,通過回顧文獻(xiàn)和設(shè)計(jì)問卷,調(diào)查了解消費(fèi)者對(duì)沈陽(yáng)市目前已申請(qǐng)注冊(cè)的18個(gè)地理標(biāo)志農(nóng)產(chǎn)品的認(rèn)知狀況,通過實(shí)證的方法檢驗(yàn)影響地理標(biāo)志農(nóng)產(chǎn)品消費(fèi)者認(rèn)知的顯著性因素,并找出消費(fèi)者認(rèn)知中存在的問題,在此基礎(chǔ)上提出進(jìn)一步發(fā)展地理標(biāo)志農(nóng)產(chǎn)品的對(duì)策建議。研究?jī)?nèi)容主要包括:第一章為緒論部分,主要闡述研究背景及意義、研究目標(biāo)、研究?jī)?nèi)容、研究方法、技術(shù)路線以及相關(guān)概念界定。第二章為理論基礎(chǔ)及研究綜述,以消費(fèi)者認(rèn)知理論和信息不對(duì)稱理論為理論基礎(chǔ),對(duì)地理標(biāo)志農(nóng)產(chǎn)品內(nèi)涵、品牌、價(jià)值和作用、消費(fèi)者對(duì)地理標(biāo)志農(nóng)產(chǎn)品認(rèn)知和認(rèn)知的影響因素進(jìn)行了文獻(xiàn)回顧并綜述。第三章為沈陽(yáng)市地理標(biāo)志農(nóng)產(chǎn)品發(fā)展概況,包括沈陽(yáng)市基礎(chǔ)條件、沈陽(yáng)市農(nóng)產(chǎn)品品牌發(fā)展概括,以及沈陽(yáng)市地理標(biāo)志農(nóng)產(chǎn)品分布及保護(hù)范圍。第四章為調(diào)查方案設(shè)計(jì)及描述性統(tǒng)計(jì)分析,包括消費(fèi)者調(diào)查方案設(shè)計(jì),樣本基本特征描述,調(diào)查數(shù)據(jù)描述性統(tǒng)計(jì)分析。第五章為地理標(biāo)志農(nóng)產(chǎn)品消費(fèi)者認(rèn)知的影響因素分析,通過回歸分析,實(shí)證驗(yàn)證消費(fèi)者對(duì)地理標(biāo)志農(nóng)產(chǎn)認(rèn)知的顯著影響因素。第六章為研究結(jié)論、建議及不足。研究發(fā)現(xiàn),消費(fèi)者對(duì)沈陽(yáng)市地理標(biāo)志農(nóng)產(chǎn)品的認(rèn)知程度整體偏低,多種因素顯著影響消費(fèi)者的認(rèn)知,地理標(biāo)志農(nóng)產(chǎn)品的品質(zhì)有待進(jìn)一步提升。在此基礎(chǔ)上提出加大宣傳力度提高消費(fèi)者認(rèn)知度,重新進(jìn)行市場(chǎng)定位,嚴(yán)格管理地理標(biāo)農(nóng)產(chǎn)品質(zhì)量,保證產(chǎn)品的獨(dú)特性,推動(dòng)地理標(biāo)志農(nóng)產(chǎn)品品牌化等一系列發(fā)展對(duì)策建議。
[Abstract]:With the development of economy and society and the improvement of people's living standard, consumers pay more and more attention to food quality and safety. The "three products and one Standard" of the quality certification of agricultural products can be used as the reference basis for consumers' cognition and purchase to some extent. The geographical indication agricultural products are produced in the natural ecology and the humanities historical environment of the specific region, its unique quality, the prestige and after the examination and approval carries on the name by the geographical name agricultural product, therefore becomes the consumer's consumption first choice more and more. The theory of consumer cognition holds that in the process of consumers' purchase decision, their behavior is influenced by subjective cognition, that is, consumer cognition influences and decides their purchasing decision behavior to a certain extent. In this paper, 223 consumers who have lived in Shenyang for more than one year are selected as the research subjects. By reviewing the literature and designing questionnaires, we investigate the cognition of the 18 geographical indication agricultural products that have been registered in Shenyang at present. Through the empirical method to test the significant factors that affect the cognition of agricultural products, and to find out the problems in consumer cognition, and then put forward the countermeasures and suggestions for further development of geographical indication agricultural products. The main contents of the study are as follows: the first chapter is the introduction part, which mainly describes the background and significance of the research, research objectives, research content, research methods, technical routes and the definition of related concepts. The second chapter is the theoretical basis and research review, based on consumer cognitive theory and information asymmetry theory, to the connotation, brand, value and function of geographical indication agricultural products. Consumers reviewed and reviewed the literature on the cognition and cognitive factors of geographical indication agricultural products. The third chapter is the general situation of the development of the geographical indication agricultural products in Shenyang, including the basic conditions of Shenyang, the brand development of agricultural products in Shenyang, as well as the distribution and protection scope of the geographical indications of agricultural products in Shenyang. The fourth chapter is the design of survey scheme and descriptive statistical analysis, including the design of consumer survey scheme, the description of the basic characteristics of samples, and the descriptive statistical analysis of survey data. The fifth chapter is the analysis of the factors influencing the cognition of the agricultural product consumers. Through the regression analysis, the paper empirically verifies the significant influencing factors of the consumers' cognition of the geographical indications of agricultural products. The sixth chapter is the research conclusion, the suggestion and the insufficiency. It is found that the cognition of the agricultural products with geographical indications in Shenyang is on the whole low, and many factors affect the cognition of the consumers, and the quality of the agricultural products of geographical indications needs to be further improved. On this basis, the author puts forward a series of development countermeasures and suggestions, such as increasing propaganda, improving consumer awareness, re-positioning the market, strictly managing the quality of geographical agricultural products, ensuring the uniqueness of products, and promoting the branding of geographical indication agricultural products.
【學(xué)位授予單位】：沈陽(yáng)農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F323.5
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本文編號(hào)：1840410