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1、影响消费者食物消费行为的因素 摘要:采访和观察是两个有效并高效的两种消费者行为研究方法。采访趋向于从消费者身上挖掘更深层的信息。观察则更趋向于提供第一手资料显示人们日常生活中的做法。实际上,为了得出影响食物消费因素,观察方法提供了更准确的最有效的数据,它将提供最直接的去除其它影响的信息。本文将运用两种方法研究影响消费者事务消费行为的因素。下载论文网/3/ 关键词:食物消费行为品牌和质量采访观察 ■SectionA 1.Interview BrandandQuality Itisnecessa
2、rytonotethatqualitycanbedividedintointrinsicandextrinsiccues(Grunert,et,al.,1996).AccordingtoGrunert’sstudy(2002),brandsareextrinsiccueofqualitysincetheyrecallconsumer’smemoryofpreciousexperienceofthespecificproduct.ParticipantAsaidduringtheinterview“Brandis
3、important…IdothinkDOVEisagoodchocolatebrand…itstandsforgoodquality”.Thetotalfoodqualitymodelillustratesprocessformakingdecisiononfood,consumersshouldmaketheformulationofqualityexpectation;afterpurchase,andthequalityexperiencewillbeproducedfromtheproduct(Grun
4、ert,et,al.,2002).Oliver(1993)statedoncethequalityexpectationisachievedbythequalityexperienced,consumertendstocontinuallypurchasetheproduct.ItisalsocanbeseenfromparticipantB“Ireallylikekit-cat.Ineverbuyanyotherchocolatebrands.BecauseIthinkbrandsmeanthehighqua
5、lity…Ioftenbuyitnotonlyhere,butinChinaaswell.Inmymind,Ithinkitisreallytastyandrememberit”. Convenience Thechanginglifestylescontributetotheincreasedemandofconvenientfood.Forexample,Regaert,et,al.(2004)pointedoutthemotivationforminimally-processedvegetables
6、andpackedfruitconsumptionaresomekindofconvenienceandfastpreparation.Convenience-relatedqualityinvolves“timeandeffortspentonpurchasing,storingect”(Buckley,et,al.,2007:600).AccordingtoBuckley’s(2007)study,itisimportanttonotethatconvenientfoodsareperceivedasthe
7、factoroftimesavingperspective;inaddition,mostofthepeoplearefeelinghigherleveloftimepressureandstress.Aspartofthisreason,consumerstendtoshowdecliningcookingskills(Furey,et.al.,2000).Duringtheinterview,participantBstated“Itishardformetocookverywell…Iboughtsome
8、convenientnoodlesincasethatIdonothavetimetocook”. 2.Accompaniedshop Duringtheaccompaniedshop―akindofobservationmethod,twoparticipantscombinedbothstructuredandsemi-structuredmethodstoobservei
