奶制品營(yíng)養(yǎng)豐富而全面,在世界很多國(guó)家和地區(qū)的膳食結(jié)構(gòu)中占有十分重要的地位。同時(shí),隨著消費(fèi)者偏好的改變和全球人口結(jié)構(gòu)的變化,行業(yè)正處于痛苦的轉(zhuǎn)型階段,乳制品生產(chǎn)企業(yè)正越來越多地尋求進(jìn)入更廣闊的世界市場(chǎng),它們分別在國(guó)內(nèi)市場(chǎng)之外尋找原材料或市場(chǎng)來源。更重要的是,在當(dāng)今高度信息,競(jìng)爭(zhēng)和飽和的市場(chǎng),任何業(yè)務(wù)的成功關(guān)鍵取決于了解消費(fèi)者,讀懂消費(fèi)者。因此,對(duì)于眾多企業(yè)而言,如何理解消費(fèi)者成為了非常關(guān)鍵的問題。在目前關(guān)于奶制品消費(fèi)行為的研究中,眾多研究發(fā)現(xiàn)人口學(xué)特征因素、健康因素、社會(huì)因素、觀念因素等均對(duì)購買意愿有一定程度的影響,這些研究雖取得了一定成果,但以往研究聚焦于單純地研究客觀因素對(duì)購買意愿的影響,而忽略了一些消費(fèi)者主觀認(rèn)識(shí)方面的影響因素,如消費(fèi)者風(fēng)險(xiǎn)認(rèn)知、感知價(jià)值等,若能把這些因素考慮在內(nèi),則預(yù)測(cè)結(jié)果會(huì)更符合實(shí)際。同時(shí),以往研究更多孤立研究消費(fèi)者、網(wǎng)站、商家、社會(huì)群體等因素對(duì)消費(fèi)者奶制產(chǎn)品購買意愿的影響,而極少將以上方面的因素同時(shí)考慮,缺乏一定的系統(tǒng)性。再者,現(xiàn)有的研究很少會(huì)從跨文化研究的視角對(duì)乳制品消費(fèi)行為進(jìn)行研究。針對(duì)現(xiàn)有研究的局限性,本研究基于計(jì)劃行為理論,以服務(wù)質(zhì)量、品牌信任、主觀規(guī)范...

【文章頁數(shù)】：91 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
1 Introduction
    1.1 Research problem
    1.2 Research significance
        1.2.1 Theoretical significance
        1.2.2 Practical significance
    1.3 Research objective,thought and method
        1.3.1 Research objective
        1.3.2 Research thought
        1.3.3 Research method
    1.4 Innovations of the paper
    1.5 Chapter summary
2 Literature Review
    2.1 Concept definition
        2.1.1 Milk products
        2.1.2 Purchase intention
    2.2 Research on consumer's consumption behavior and its influencing factors
    2.3 Research on the factors affecting the purchase intention of milk products
        2.3.1 Demographic factor
        2.3.2 Economic factor
        2.3.3 Consumers'cognition factor
        2.3.4 Product factor
        2.3.5 Social factor
        2.3.6 Literature review
    2.4 Chapter summary
3 Analysis of the Current Situation of Dairy Industry
    3.1 Analysis of the current situation of the global dairy industry
        3.1.1 Production status of dairy industry
        3.1.2 Consumption status of dairy industry
    3.2 Analysis of the current situation of the dairy industry in China
        3.2.1 The production of milk products in China
        3.2.2 The consumption of milk products in China
        3.2.3 Imports and exports of Chinese milk products
    3.3 Analysis of the current situation of the dairy industry in Kazakhstan
        3.3.1 The production of milk products in Kazakhstan
        3.3.2 The consumption of milk products in Kazakhstan
        3.3.3 Import and export of dairy products
    3.4 Chapter summary
4 Research Hypothesis and Design
    4.1 Theoretical basis
        4.1.1 Theory of planned behavior
        4.1.2 Theory of perceived value
    4.2 The proposal of research model
    4.3 Research hypothesis
        4.3.1 Influence of service quality on purchase intention of milk products
        4.3.2 Influence of brand trust on purchase intention of milk products
        4.3.3 Influence of subjective norm on purchase intention of milk products
        4.3.4 Influence of perceived value on purchase intention of milk products
        4.3.5 The mediating effect of perceived value
    4.4 Research design
        4.4.1 Selection of scale
        4.4.2 Design of questionnaire
        4.4.3 Collection and sorting of data
        4.4.4 Statistical methods for data
    4.5 Chapter summary
5 Results of Research on Factors Influencing Consumers' Purchase Intention of Milk Productsin China and Kazakhstan
    5.1 Description of basic characteristics of samples
        5.1.1 Description of samples in China
        5.1.2 Description of samples in Kazakhstan
    5.2 Empirical analysis of the factors influencing the purchase of milk products
        5.2.1 Correlation analysis
        5.2.2 Test of service quality on purchase intention of milk products
        5.2.3 Test of brand trust on purchase intention of milk products
        5.2.4 Test of subjective norm on purchase intention of milk products
        5.2.5 Test of mediating effect of perceived value
    5.3 Analysis of differences in the factors influencing the purchase intention of milk productsin China and Kazakhstan
        5.3.1 A descriptive analysis of the factors influencing consumers' purchase intention of milk products in China
        5.3.2 A descriptive analysis of the factors influencing consumers' purchase intention of milk products in Kazakhstan
    5.4 Chapter summary
6 Discussion of Research Results and Suggestion
    6.1 Research results
    6.2 Discussion of research results
        6.2.1 Discussion on the differences in the factors influencing the purchase intention of milk products in China and Kazakhstan
        6.2.2 Discussion on the influence of service quality on consumers' purchase intention of milk dairy products
        6.2.3 Discussion on the influence of brand trust on consumers' purchase intention of milk dairy products
        6.2.4 Discussion on the influence of subjective norm on consumers' purchase intention of milk dairy products
        6.2.5 Discussion on the mediating effect of consumer perceived value
    6.3 Management suggestion
    6.4 Research limitation and prospect of future research
    6.5 Chapter summary
Conclusion
Reference
The appendix
Acknowledgements



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