摘 要

消费升级所带来的食品产品问题日益增多，导致食品安全问题的内在因素是信息不对称，生产商与消费者之间沟通的媒介便是食品标签，也从侧面保障了食品信息的充足性和质量与安全的可靠性。就现阶段而言，我国对食品安全的监管不够到位，各种纠纷层出不穷，想要促进消费者进一步的消费升级，增加其对食品产品的信任度尤为关键，而食品标签就是其中最要的一环。通过分析消费者对各种各样食品标签的偏好，探究食品产品标签与消费者购买意愿的联系，既可以促进市场规范化发展又可以为消费者购买意愿研究提供科学依据。 

本文对250名消费者采用随机抽样的方式进行了问卷调查，将问卷所得的数据利用SPSS进行统计分析。得出以下研究结论，食品产品标签与消费者购买意愿存在显著关系。在目前中国食品市场监管不到位，食品安全层出不穷的大环境下，消费者对食品产品标签的信任度、关注度、标签信息便利性评价总体一致，但是对于标签上第三方权威性存在不同态度，这说明我国食品行业应该重视食品产品标签，尤其是第三方认证方面，帮助指引消费者合理鉴别明晰食品产品标签，有利于我国食品产品行业进一步向制度完善方向上进行转型升级。

关键词：食品产品标签；购买意愿；内在属性

Analysis of the Relationship between Food Product Labels and Consumers' Purchase Intention

ABSTRACT

Food product problems caused by consumption upgrade are increasing day by day. The internal factor leading to food safety problems is information asymmetry. The medium of communication between producers and consumers is food label, which also ensures the adequacy of food information and the reliability of quality and safety. At the present stage, China's food safety supervision is not in place, and various disputes emerge one after another. In order to promote consumers to further upgrade their consumption, it is particularly crucial to increase their trust in food products, and food labeling is the most important link. By analyzing consumers' preference for various food labels and exploring the relationship between food product labels and consumers' purchase intention, it can not only promote the standardized development of the market but also provide scientific basis for the research on consumers' purchase intention.  

In this paper, 250 consumers were surveyed by random sampling, and the data obtained from the questionnaire were statistically analyzed using SPSS. The following conclusions are drawn: there is a significant relationship between food product labeling and consumers' purchase intention. In the current Chinese food market supervision does not reach the designated position, the environment of food safety, consumer trust and attention of food product labels, tags, the coherent information convenience evaluation, but for the third party authority there are different attitudes on the label, it shows that the food industry in our country should pay more attention to the food product labels, especially the third party certification, help guide the consumers to identify clear reasonable food product labels, is advantageous to the system of the food products industry in our country to further perfect direction to carry on the transformation and upgrading.

Key words: food product label; Purchase intention; The intrinsic attributes

目 录

食品产品标签与消费者购买意愿的关系分析 1

1 绪论 1

1.1研究背景 1

1.2 研究的目标和意义 2

1.2.1研究的目的 2

1.2.2 研究的意义 3

1.3 研究方法 3

1.3.1 理论研究 3

1.3.2 实证研究 4

1.4 可能的创新与不足 5

1.4.1本文可能的创新 5

1.4.2 本文可能的不足 5

2 与研究相关的理论基础 6

2.1 相关概念的界定 6

2.1.1 食品标签 6

2.1.2 第三方认证标签 6

2.2 消费者购买意愿相关理论 7

2.2.1 购买意愿的内涵 7

2.2.2 信息不对称理论 7

2.2.3 详尽可能性模型 8

2.3 消费者使用食品标签的现状分析 8

3 研究假设与问卷调研 10

3.1 定量定义与研究假设 10

3.1.1 食品产品标签属性的有关定义及相应假设 10

3.1.2 消费者购买意愿变量的定义 12

3.2 问卷设计与调研 12

3.2.1 问卷设计 12

3.2.2 测量问项设计 12

3.2.3 问卷调研 15

4 基于食品产品标签消费者购买意愿的实证研究 17

4.1 变量描述性统计 17

4.2相关数据统计分析 17

4.2.1 信度检验 18

4.2.2 效度检验 18

4.2.3 相关性分析 21

4.2.4 回归分析 21

5 结论与建议 24

5.1 研究结论 24

5.2 相关建议 25

致谢 27

参考文献 28

附录 30