基于饮食生活型态的大学生餐饮消费市场细分研究  

The Market Segmentation Research of College Students Food Consumption Based on Diet Lifestyle

作　　者：高庆[1,2] 

机构地区：[1]西南交通大学经济管理学院 [2]西南交通大学后勤集团,四川成都610031

出　　处：《统计与信息论坛》2012年第2期104-112,共9页Journal of Statistics and Information

基　　金：西南交通大学科技发展基金资助项目<基于平衡积分卡的高校后勤绩效评估研究>(2006A24)

摘　　要：在食品相关生活型态(Food-Related Lifestyle,FRL)量表的基础上,针对中国大学生的实际情况设计出大学生饮食生活型态量表,通过问卷调查和因子分析,将大学生饮食生活型态分为7个构面,并以结构方程模型验证了该划分的可信性和有效性,在此基础上采用集群分析方法,将大学生按不同的饮食生活型态划分为五个集群,即五个餐饮消费细分市场,分别为:饮食保守型、饮食现代型、饮食冷漠型、传统居家型和饮食享受型。统计分析显示,相对于各因子变量,74.3%的集群之间具有显著的差异;通过不同饮食生活型态集群在人口统计变量上的差异性分析发现各集群仅在性别上存在显著差异。Based on Food--Related Lifestyle （FRL） Instrument, the paper is trying to bring forward a scale of diet lifestyle of college students, which aims at illustrating their actual lifestyle on food. Meanwhile, according to questionnaire survey and factor analysis, it will divide diet lifestyle of college students into seven dimensions, the credibility and validity of which is estimated by Structure Equation Model. Furthermore, it will divide college students into five groups （five segment market in food consumption） by different diet lifestyle, namely the conservative, modern, negative, and traditional home --based, and enjoying. The result of research indicates the following two truths： there are obvious differences among approximately 74. 3 % of groups by factor analysis; difference analysis of demographic variable of different diet lifestyle groups indicates that different sex structure determine the type of group.

关 键 词：大学生 饮食生活型态 量表 市场细分 

分 类 号：F719[经济管理—产业经济]