I 摘要 近年来，随着人民生活、消费水平的日益提高，消费者越来越聚焦于食品安全这 个社会性话题。有机、绿色、无公害食品的概念逐渐深入人心。是每个消费者的家庭 希望，所以婴幼儿食品的健康问题显得尤为重要。因此，开展对有机婴幼儿食品的消 费者行为影响因素研究的意义显得尤为重要。 本文以计划行为理论为串联线索，从认知与态度、主观规范、知觉行为控制、消 费意愿以及消费行为五个方面调查消费者对FH有机婴幼儿奶粉消费行为的影响因素， 并建立相应结构方程模型，利用AMOS23及SPSS22等常用数据分析软件，分析消费 者对FH公司有机婴幼儿奶粉的消费行为影响因素的调查数据。数据表明，消费者的年 龄、学历、职位等个人特征因素会对消费者对FH有机婴幼儿奶粉的认知产生影响；消 费者的家人及朋友对FH有机婴幼儿奶粉的态度以及社会对FH有机婴幼儿奶粉的普遍 认识有正面影响；同时消费者的知觉控制行为以及认知与态度、主观规范等因素会不 同程度的影响消费者的消费意愿，而消费意愿是影响其消费行为的关键所在。 关键词：计划行为理论；结构方程模型；有机婴幼儿奶粉；消费者行为；影响因 素 论文类型：应用研究 西南科技大学硕士学位论文 II ABSTRACT Recently,withtheimprovementofresidents'livingstandardandtheincreasingconsumption level,foodsafetyhasbecomethefocusofpeopleallovertheworld.Theconceptoforganic, greenandpollution-freefoodisgainingpopularity.Infantsandyoungchildrenarethehope ofeveryconsumer'sfamily,sothehealthproblemsofinfantandyoungchildrenfood becomemoreimportant.Therefore,itisparticularlyimportanttocarryouttheanalysisand researchontheinfluencingfactorsoftheconsumerbehavioroforganicinfantfood. Guidedbythetheoryofplannedbehavior,thispaperinvestigatestheinfluencingfactors ofconsumers'buyingbehaviorofFH’sorganicinfantmilkpowderfromfiveaspects, includingcognitionandattitude,subjectivenorms,perceivedcontrolbehavior,and consumptionintentionandbehavior.Throughtheestablishmentofthestructuralequation modelandtheuseofAMOS23andSPSS22andothercommonlyuseddataanalysis software,thispaperanalyzesthesurveydataofthefactorsinfluencingconsumers'buying behaviorofFH'sorganicinfantmilkpowder.Datashowthatconsumers'age,education background,positionandotherfactorswillhaveapositiveimpactonconsumers'cognition ofFH’sorganicinfantmilkpowder.Theattitudesofconsumers'familyandfriendstowards FH’sorganicinfantmilkpowderandthegeneralsocialunderstandingofFH’sorganicinfant milkpowderhaveapositiveimpact;Meanwhile,consumers'perceptionandbehaviorcontrol, cognitionandattitude,subjectivenormsandotherfactorswillaffectconsumers' consumptionintentiontovaryingdegrees,andconsumptionintentionisthekeytoaffect theirconsumptionbehavior. Keywords:Theoryofplannedbehavior;OrganicInfantmilkpowder;Structuralequationmodel; Customerbehavior;Influencefactors. TYPEOFDISSERTATION:Applicationresearch. 目录 目录 1绪论.............................................................................................................................1 1.1研究背景及实际意义........................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................1 1.2理论综述............................................................................................................2 1.2.1概念界定.................................................................................................2 1.2.2计划行为理论.........................................................................................4 1.3国内外研究现状................................................................................................6 1.3.1国内研究现状.........................................................................................6 1.3.2国外研究现状.........................................................................................7 1.3.3研究述评.................................................................................................8 1.4研究目标与内容................................................................................................9 1.4.1研究目标.................................................................................................9 1.4.2研究内容.................................................................................................9 1.5研究方法与技术路线......................................................................................10 1.5.1研究方法...............................................................................................10 1.5.2技术路线...............................................................................................10 2FH公司介绍及婴幼儿奶粉市场现状.....................................................................13 2.1公司简介..........................................................................................................13 2.2经营情况..........................................................................................................13 2.3国内婴幼儿奶粉市场现状及分析..................................................................14 2.3.1市场规模逐渐增大...............................................................................14 2.3.2同行业品牌竞争力TOP10..................................................................14 2.4婴幼儿奶粉行业未来趋势分析......................................................................15 3FH有机婴幼儿奶粉的消费者购买行为影响因素理论模型.................................17 3.1研究假设与研究变量......................................................................................17 3.1.1研究假设及理论模型...........................................................................17 3.1.2研究变量...............................................................................................19 3.2指标变量的因子分析......................................................................................20 3.2.1探索性因子分析...................................................................................20 3.2.2验证性因子分析...................................................................................25 4FH有机婴幼儿奶粉的消费者购买行为分析.........................................................35 4.1样本数据来源说明..........................................................................................35 4.1.1问卷调查内容.......................................................................................35 西南科技大学硕士学位论文 4.1.2问卷设计...............................................................................................35 4.1.3样本数据的获取与分布.......................................................................36 4.1.4样本有效性分析...................................................................................37 4.1.5样本数据分析.......................................................................................38 4.2样本信度与效度检验......................................................................................39 4.2.1信度检验...............................................................................................39 4.2.2组成信度与效度检验...........................................................................40 4.2.3结构方程模型检验...............................................................................42 4.3结构模型拟合结果与假设讨论......................................................................43 4.3.1结构模型拟合结果...............................................................................43 4.3.2拟合结果与假设讨论...........................................................................44 4.4基于消费者特征对消费者行为影响机制的分析..........................................45 4.4.1性别对消费者行为影响机制的独立样本T检验..............................45 4.4.2职业对消费者行为影响机制的独立样本T检验..............................46 4.4.3年龄对消费者行为影响机制的独立样本T检验..............................49 4.4.4文化程度对消费者行为影响机制的独立样本T检验......................50 4.4.5收入对消费者行为影响机制的独立样本T检验.......