【摘要】：隨著社會(huì)經(jīng)濟(jì)水平的發(fā)展,人們的生活水平也在普遍提高,市場(chǎng)上可供消費(fèi)者選擇的農(nóng)產(chǎn)品數(shù)量和種類越來(lái)越多,所以人們對(duì)農(nóng)產(chǎn)品的要求也不再僅僅是數(shù)量,而是愈加注重質(zhì)量。然而,近些年來(lái)時(shí)有嚴(yán)重的農(nóng)產(chǎn)品安全事件發(fā)生,使得農(nóng)產(chǎn)品市場(chǎng)形勢(shì)嚴(yán)峻,不少消費(fèi)者也因此對(duì)農(nóng)產(chǎn)品的質(zhì)量越來(lái)越缺少信任,同時(shí)也影響到了消費(fèi)者的購(gòu)買行為。此外,消費(fèi)者對(duì)農(nóng)產(chǎn)品質(zhì)量的態(tài)度還會(huì)影響到政府部門對(duì)市場(chǎng)的管理情況,提升消費(fèi)者對(duì)農(nóng)產(chǎn)品質(zhì)量的認(rèn)知意識(shí)有利于維護(hù)一個(gè)良好的市場(chǎng)秩序和氛圍�？紤]到不同農(nóng)產(chǎn)品質(zhì)量的標(biāo)準(zhǔn)在細(xì)節(jié)上千差萬(wàn)別,為了方便論文指標(biāo)的構(gòu)建和量化,選取贛南臍橙為典型商品進(jìn)行調(diào)查分析。通過(guò)問(wèn)卷調(diào)查了解消費(fèi)者對(duì)贛南臍橙質(zhì)量認(rèn)知水平的大致情況,采用文獻(xiàn)整理和專家打分構(gòu)建了影響消費(fèi)者對(duì)贛南臍橙質(zhì)量認(rèn)知水平因素的指標(biāo)體系,并運(yùn)用logistic回歸模型分析了各因素對(duì)質(zhì)量認(rèn)知水平的影響情況。此外,考慮到消費(fèi)者對(duì)贛南臍橙質(zhì)量認(rèn)知水平可能會(huì)對(duì)消費(fèi)者的購(gòu)買行為產(chǎn)生影響,也對(duì)消費(fèi)者的購(gòu)買行為進(jìn)行了調(diào)查并量化處理,再次運(yùn)用logistic回歸模型分析了質(zhì)量認(rèn)知水平對(duì)購(gòu)買行為的影響情況。通過(guò)調(diào)查分析得出消費(fèi)者對(duì)贛南臍橙的質(zhì)量認(rèn)知水平普遍不高,整體的認(rèn)知水平有待提升,在影響因素中有部分因素對(duì)質(zhì)量認(rèn)知水平存在顯著的影響。在消費(fèi)者的購(gòu)買行為中價(jià)格因素顯得比較突出,而不同分類的質(zhì)量認(rèn)知水平對(duì)購(gòu)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(fèi)者明白食品安全的意義,培養(yǎng)消費(fèi)者的食品健康意識(shí)。同時(shí)企業(yè)和個(gè)體經(jīng)營(yíng)者要嚴(yán)格要求自己,使農(nóng)產(chǎn)品的質(zhì)量有保障,還要根據(jù)市場(chǎng)中的需求對(duì)生產(chǎn)決策做出調(diào)整,以避免損失。對(duì)消費(fèi)者個(gè)人而言,要積極關(guān)注農(nóng)產(chǎn)品質(zhì)量,培養(yǎng)自身的意識(shí),提高認(rèn)知水平,做出合理的購(gòu)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(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：C913.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉瑞峰;;消費(fèi)者特征與特色農(nóng)產(chǎn)品購(gòu)買行為的實(shí)證分析——基于北京、鄭州和上海城市居民調(diào)查數(shù)據(jù)[J];中國(guó)農(nóng)村經(jīng)濟(jì);2014年05期

2 豆志杰;郝慶升;;供應(yīng)鏈視角的農(nóng)產(chǎn)品質(zhì)量安全研究綜述[J];中國(guó)農(nóng)機(jī)化學(xué)報(bào);2013年02期

3 高齊圣;路蘭;;農(nóng)產(chǎn)品質(zhì)量安全影響因素分析——基于DEMATEL和QFD方法[J];復(fù)雜系統(tǒng)與復(fù)雜性科學(xué);2013年01期

4 應(yīng)華;;農(nóng)產(chǎn)品質(zhì)量安全監(jiān)管存在的問(wèn)題及對(duì)策[J];現(xiàn)代農(nóng)業(yè)科技;2013年02期

5 宋亞非;于倩楠;;消費(fèi)者特征和綠色食品認(rèn)知程度對(duì)購(gòu)買行為的影響[J];財(cái)經(jīng)問(wèn)題研究;2012年12期

6 廉亞麗;李祥洲;;農(nóng)產(chǎn)品質(zhì)量安全隱患及控制關(guān)鍵環(huán)節(jié)分析[J];中國(guó)食物與營(yíng)養(yǎng);2012年08期

7 范柏乃;張鳴;;地方政府信用影響因素及影響機(jī)理研究——基于116個(gè)縣級(jí)行政區(qū)域的調(diào)查[J];公共管理學(xué)報(bào);2012年02期

8 鄭紅軍;梁俊芬;;農(nóng)業(yè)龍頭企業(yè)產(chǎn)品質(zhì)量控制意愿及影響因素分析——基于56家農(nóng)業(yè)產(chǎn)業(yè)化國(guó)家重點(diǎn)龍頭企業(yè)的實(shí)證分析[J];廣東農(nóng)業(yè)科學(xué);2011年15期

9 彭建仿;;供應(yīng)鏈協(xié)同制度變遷下的農(nóng)產(chǎn)品質(zhì)量安全[J];華南農(nóng)業(yè)大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2011年02期

10 涂傳清;王愛(ài)虎;;我國(guó)農(nóng)產(chǎn)品質(zhì)量安全追溯體系建設(shè)中存在的問(wèn)題與對(duì)策[J];農(nóng)機(jī)化研究;2011年03期

相關(guān)碩士學(xué)位論文 前7條

1 趙慧;山西省消費(fèi)者行為對(duì)農(nóng)產(chǎn)品質(zhì)量安全體系建設(shè)的影響分析[D];山西農(nóng)業(yè)大學(xué);2015年

2 王小杰;我國(guó)農(nóng)產(chǎn)品質(zhì)量安全管理體系研究[D];山東師范大學(xué);2014年

3 姚潔;消費(fèi)者行為對(duì)農(nóng)產(chǎn)品質(zhì)量安全追溯體系的影響研究[D];寧波大學(xué);2013年

4 孟超;基于供應(yīng)鏈管理的鮮活農(nóng)產(chǎn)品質(zhì)量安全研究[D];河南師范大學(xué);2013年

5 李海麗;農(nóng)產(chǎn)品質(zhì)量提升與品牌建設(shè)研究[D];山東農(nóng)業(yè)大學(xué);2012年

6 董加云;基于茶油價(jià)值認(rèn)知的消費(fèi)者對(duì)茶油購(gòu)買行為研究[D];福建農(nóng)林大學(xué);2011年

7 李欣;農(nóng)產(chǎn)品質(zhì)量安全的消費(fèi)者行為研究[D];中國(guó)農(nóng)業(yè)科學(xué)院;2007年

，

本文編號(hào)：2177497