本文選題：杭州市 + 海產(chǎn)品��； 參考：《上海海洋大學(xué)》2016年碩士論文

【摘要】：隨著我國(guó)居民飲食結(jié)構(gòu)的變化,海產(chǎn)品的消費(fèi)在整個(gè)農(nóng)產(chǎn)品的消費(fèi)中所占比例開始增加,對(duì)于我國(guó)的食品供給與消費(fèi)產(chǎn)生了一定的影響。特別是消費(fèi)者對(duì)于海產(chǎn)品需求似乎有持續(xù)增長(zhǎng)的趨勢(shì),這使得我國(guó)的海產(chǎn)品消費(fèi)市場(chǎng)受到國(guó)內(nèi)外業(yè)界與學(xué)界的一致關(guān)注,成為了一個(gè)新的研究熱點(diǎn)。因此本文選擇了居民海產(chǎn)品的消費(fèi)作為研究對(duì)象,以實(shí)地調(diào)研為基礎(chǔ),結(jié)合相關(guān)的理論分析,理論聯(lián)系實(shí)際,選取杭州市民作為調(diào)查樣本,對(duì)于居民海產(chǎn)品消費(fèi)的各種影響因素進(jìn)行研究,可以更為直觀的了解當(dāng)今我國(guó)沿海城市中居民的海產(chǎn)品購(gòu)買的具體情況。本文的正文部分主要分為六章,介紹如下:第一章為引言,主要分五節(jié),主要闡述了本文研究的宏觀背景、目的和意義、主要的的研究方法與與實(shí)地調(diào)研方案、文章技術(shù)路線圖并指明本研究的創(chuàng)新點(diǎn)。第二章是文獻(xiàn)綜述,由四個(gè)板塊構(gòu)成,前三部分分別介紹了國(guó)內(nèi)外研究的消費(fèi)者行為理論體系、消費(fèi)者行為影響機(jī)制研究以及從消費(fèi)者層面、產(chǎn)品層面、流通層面與外部層面梳理關(guān)于專家學(xué)者對(duì)于水產(chǎn)品消費(fèi)影響因素的研究成果,最后對(duì)文獻(xiàn)進(jìn)行深入解析,從而為本文后續(xù)進(jìn)行的研究工作奠定了扎實(shí)的基礎(chǔ)。第三章是理論基礎(chǔ)與模型構(gòu)建,分為四節(jié),本章以文獻(xiàn)綜述的研究成果為基礎(chǔ),進(jìn)一步結(jié)合消費(fèi)者效用理論與消費(fèi)者決策過程理論,提出了本次研究的海產(chǎn)品消費(fèi)影響因素的模型結(jié)構(gòu),并從消費(fèi)者層面、產(chǎn)品層面、主觀評(píng)價(jià)層面與外部因素層面四大部分提出研究假設(shè),假設(shè)各變量對(duì)于海產(chǎn)品消費(fèi)都有著顯著的影響,并同時(shí)對(duì)相關(guān)變量進(jìn)行了賦值。第四章是杭州地區(qū)居民海產(chǎn)品消費(fèi)影響因素實(shí)證研究部分,分為四節(jié),根據(jù)400份有效的調(diào)查問卷,對(duì)相關(guān)的問題進(jìn)行分析與解釋。用圖形與量表的形式對(duì)調(diào)查問題進(jìn)行了描述性分析。對(duì)于人口統(tǒng)計(jì)特征變量進(jìn)行單因素方差分析;對(duì)于消費(fèi)者主觀評(píng)價(jià)部分量表進(jìn)行信度檢驗(yàn)與效度檢驗(yàn);最后對(duì)產(chǎn)品因素、消費(fèi)者主觀評(píng)價(jià)因素和外部因素進(jìn)行多元線性回歸,最后整理分析結(jié)果,并對(duì)之前的假設(shè)進(jìn)行檢驗(yàn)。第五章結(jié)論與對(duì)策建議,分為兩節(jié),首先對(duì)研究結(jié)果進(jìn)行總結(jié):消費(fèi)者因素中:年齡、家庭規(guī)模、婚姻狀況、文化水平、對(duì)海產(chǎn)品購(gòu)買有顯著影響,而性別、職業(yè)與收入則相對(duì)不顯著;在產(chǎn)品因素中:價(jià)格與品質(zhì)對(duì)海產(chǎn)品消費(fèi)有顯著影響、品牌因素不顯著;在消費(fèi)者主觀評(píng)價(jià)因素中:滿意度與健康意識(shí)影響顯著、認(rèn)知度影響不顯著;外部因素中:周邊群體對(duì)海產(chǎn)品消費(fèi)有顯著影響而營(yíng)銷活動(dòng)則不顯著。針對(duì)調(diào)查結(jié)論,提出相關(guān)對(duì)策建議以促進(jìn)海產(chǎn)品消費(fèi)市場(chǎng)的進(jìn)一步發(fā)展與繁榮。第六章是研究不足與未來展望,分兩節(jié),指出了本次研究在方法與操作過程中存在的不足,并在擴(kuò)大樣本量、提升問卷訪談科學(xué)性與引入比較研究等層面對(duì)未來的研究進(jìn)行了展望。
[Abstract]:With the change of the dietary structure of Chinese residents, the proportion of seafood consumption in the whole consumption of agricultural products has begun to increase, which has a certain impact on the food supply and consumption in China. Especially, the consumer's demand for seafood seems to be increasing continuously, which makes the seafood consumption market of our country receive the unanimous attention of the domestic and foreign industry and the academic circles, and become a new research hot spot. Therefore, this paper chooses the consumption of resident seafood as the research object, based on the field investigation, combined with the relevant theoretical analysis, combining theory with practice, select Hangzhou citizens as the survey sample. To study the factors affecting the consumption of seafood, we can get a more intuitive understanding of the specific situation of seafood purchase of residents in the coastal cities of our country. The main body of this paper is divided into six chapters, the introduction is as follows: the first chapter is the introduction, mainly divided into five sections, mainly elaborated the macro background, purpose and significance of this study, the main research methods and field research program. The technical roadmap of this paper and the innovative points of this study are pointed out. The second chapter is a literature review, which is composed of four sections. The first three parts introduce the theoretical system of consumer behavior, the research of consumer behavior influence mechanism, and the level of consumer and product, respectively. The circulation level and the external level combing the research results of experts and scholars on the factors affecting the consumption of aquatic products, and finally the in-depth analysis of the literature, so as to lay a solid foundation for the subsequent research work in this paper. The third chapter is the theoretical basis and model construction, which is divided into four sections. This chapter is based on the research results of literature review, and further combines the consumer utility theory with the consumer decision-making process theory. This paper puts forward the model structure of the influencing factors of seafood consumption, and puts forward the research hypotheses from the consumer level, the product level, the subjective evaluation level and the external factor level. Assume that each variable has a significant impact on seafood consumption, and at the same time assign value to the relevant variables. The fourth chapter is an empirical study on the influencing factors of seafood consumption in Hangzhou area, which is divided into four sections. According to 400 valid questionnaires, the paper analyzes and explains the related problems. A descriptive analysis of the investigation problem was carried out in the form of graph and scale. Single factor analysis of variance for demographic characteristic variables; reliability test and validity test for part of consumer subjective evaluation scale; finally, multivariate linear regression for product factors, consumer subjective evaluation factors and external factors. Finally, the analysis results are collated and the previous hypotheses are tested. Chapter V conclusions and countermeasures are divided into two sections. Firstly, the author summarizes the results of the study: age, family size, marital status, educational level, which have a significant impact on seafood purchase, and gender. Among the factors of product, price and quality have significant influence on seafood consumption, while brand factor is not significant. In subjective evaluation of consumers, satisfaction and health awareness are significant. The influence of cognition is not significant; among the external factors: peripheral groups have significant influence on seafood consumption, but marketing activities are not significant. In order to promote the further development and prosperity of the seafood consumption market, the paper puts forward the relevant countermeasures and suggestions. The sixth chapter is the lack of research and future prospects, divided into two sections, pointed out the research in the process of methods and operational deficiencies, and in the expansion of sample size, To improve the scientific nature of the questionnaire interview and the introduction of comparative research and other levels of future research prospects.
【學(xué)位授予單位】：上海海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F326.4

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