生鲜农产品质量对消费者决策行为的影响(附调查问卷)

生鲜农产品质量对消费者决策行为的影响(附调查问卷)(开题报告,外文翻译,论文15500字)
摘要
民以食为天，食以生鲜农产品为先。对于生鲜农产品的重视自古有之，其在人们日常生活中扮演着不可或缺的角色。而生鲜农产品质量的高低对于消费者的购买决策具有重要的影响，研究这种影响可以帮助相关的零售商更高效的提高生鲜农产品质量，同时也能够为消费者做出理性的购买决策做出合理的建议。
本文主要研究了生鲜农产品质量的各个维度对消费者决策行为的影响，利用调查问卷的方式期望得出生鲜农产品质量与消费者决策行为之间的联系，结合消费者行为学以及生鲜农产品研究现状，分别从零售商和消费者的角度出发，同时为双方售卖和购买生鲜农产品提供现实的依据。本文主要内容如下：
第一章主要介绍论文研究的背景，然后引出研究的问题，明确研究的目的与意义。
第二章主要对生鲜农产品质量以及消费者决策行为相关文献进行综述。引出生鲜农产品质量对消费者决策行为的影响。
第三章主要描述生鲜农产品发展现状，并且指出现存的问题。
第四章主要对生鲜农产品质量设计问卷，并发放和回收问卷。对问卷调查结果的总体特征和个体特征进行分析，详细分析了生鲜农产品质量对于消费者决策行为的影响。
第五章在调查问卷分析的基础上进行总结，为零售商提高产品质量以及消费者合理决策提出了建议。并且，指出了本文进一步的研究方向。
关键词：生鲜农产品  消费者决策行   生鲜农产品质量

The impact of fresh agricultural product quality on consumers' decision making behavior
Abstract
Food is the first necessity of the people, fresh agricultural products are the most commonly used in agricultural products. People have paid much attention to the fresh agricultural products since ancient times，and fresh agricultural products play an indispensable role in people's daily life. The quality of fresh agricultural products has an important impact on the purchase decision of consumers. Studying this effect can help the relevant retailers more efficient to improve the quality of fresh agricultural products, but also be able to make reasonable recommendations for consumers to make rational purchase decisions.
This paper mainly studies the impact of each dimension of the quality of fresh agricultural products on consumer decision-making behavior, By using questionnaire survey, we expect to obtain the link between the fresh agricultural products quality and consumer's decision-making behavior. Associated with the study of consumer behavior and fresh agricultural products research status, the paper provides a realistic basis for retailers and consumers to both sale and purchase fresh agricultural products. The main contents of this paper are as follows:
The chapter one mainly introduces the background of the research, and then leads to the research questions, the purpose and significance of the study.
In the second chapter, the paper discusses the quality of fresh agricultural products and consumer's decision-making behavior by consulting the relevant literature. Influence of fresh produce quality on consumers' decision making behavior.
The chapter three mainly describes the development of fresh agricultural products, and the problem of the existence of the problem.
The chapter four is mainly about the fresh agricultural product quality design questionnaire, and the release and recycling questionnaire. The overall characteristics and individual characteristics of the questionnaire survey results were analyzed, and the impact of the quality of fresh agricultural products on consumer decision-making behavior was analyzed in detail. Based on the analysis of the questionnaire, the chapter five puts forward suggestions to improve the quality of the products and the reasonable decision of the consumers. And the further research direction is pointed out.
Keywords: Fresh agricultural products ；Consumer decision-making behavior ；Quality of fresh agricultural products
 
目录
摘  要    I
Abstract    I
目录    I
第一章 绪论    1
1.1研究背景    1
1.2研究意义    1
1.3研究方法    1
1.4主要研究内容及研究思路    1
1.4.1主要研究内容    1
1.4.2研究思路与框架    1
第二章 文献综述    1
2.1生鲜农产品质量方面的研究    1
2.2消费者购买决策行为方面的研究    1
第三章 生鲜农产品发展现状及面临的问题    1
3.1生鲜农产品相关论述    1
3.1.1质量的定义    1
3.1.2生鲜农产品质量的定义    1
3.2生鲜农产品发展现状    1
3.2.1生鲜农产品的发展    1
3.2.2物流服务现状    1
3.2.3服务现状    1
3.3生鲜农产品发展中存在的问题    1
3.3.1产地分散    1
3.3.2政策支持薄弱    1
3.3.3标准化体系不健全    1
3.3.4交叉管理，监管不力    1
3.3.5环境污染严重，农产品质量堪忧    1
第四章 生鲜农产品质量对消费者购买行为的影响    1
4.1问卷设计与数据收集    1
4.1.1调查目的    1
4.1.2问卷的设计    1
4.1.3预调查    1
4.2问卷的发放与回收    1
4.3问卷分析    1
4.3.1调查样本的基本特征分析    1
4.3.2调查样本对生鲜农产品了解分析    1
4.3.3各项特征因素对消费者购买决策的影响程度    1
第五章 结论与展望    1
5.1主要研究结论    1
5.2政策建议    1
5.3研究展望    1
附录一    1
致    谢    1
参考文献    1