跨文化视角下哈萨克斯坦和中国消费者对乳制品的购买态度与行为
发布时间：2025-05-11 04:07
奶制品营养丰富而全面,在世界很多国家和地区的膳食结构中占有十分重要的地位。同时,随着消费者偏好的改变和全球人口结构的变化,行业正处于痛苦的转型阶段,乳制品生产企业正越来越多地寻求进入更广阔的世界市场,它们分别在国内市场之外寻找原材料或市场来源。更重要的是,在当今高度信息,竞争和饱和的市场,任何业务的成功关键取决于了解消费者,读懂消费者。因此,对于众多企业而言,如何理解消费者成为了非常关键的问题。在目前关于奶制品消费行为的研究中,众多研究发现人口学特征因素、健康因素、社会因素、观念因素等均对购买意愿有一定程度的影响,这些研究虽取得了一定成果,但以往研究聚焦于单纯地研究客观因素对购买意愿的影响,而忽略了一些消费者主观认识方面的影响因素,如消费者风险认知、感知价值等,若能把这些因素考虑在内,则预测结果会更符合实际。同时,以往研究更多孤立研究消费者、网站、商家、社会群体等因素对消费者奶制产品购买意愿的影响,而极少将以上方面的因素同时考虑,缺乏一定的系统性。再者,现有的研究很少会从跨文化研究的视角对乳制品消费行为进行研究。针对现有研究的局限性,本研究基于计划行为理论,以服务质量、品牌信任、主观规范...
【文章页数】：91 页
【学位级别】：硕士
【文章目录】：
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
本文编号：4044818
【文章页数】：91 页
【学位级别】：硕士
【文章目录】：
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
本文编号：4044818
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/4044818.html
