基于CCSI模型的绿色食品消费者满意度影响因素实证研究  

An empirical study on the factors affecting green food consumer satisfaction based on the CCSI model

作　　者：赵丹阳 Zhao Danyang(College of Economics and Management,Tianjin University of Science and Technology,Tianjin 300000)

机构地区：[1]天津科技大学经济与管理学院,天津300000

出　　处：《粮食科技与经济》2024年第3期60-65,共6页Food Science And Technology And Economy

摘　　要：以中国消费者满意度模型(CCSI)为理论模型,结合线下绿色食品超市特点新增两个变量,提出研究假设,通过问卷方式进行实证分析,研究品牌形象等6个维度与消费者满意度之间关系。研究结果表明:预期质量正向影响消费者感知价值,而感知价值显著正向影响消费者满意度,即预期质量间接正向影响消费者满意度。品牌形象、感知质量、场景环境正向显著影响消费者满意度,其中场景环境对于消费者满意度影响最为显著。基于研究结论,从线下绿色食品超市角度和政府角度提出相应对策,激发消费者对于绿色食品消费意愿,提高消费者满意度,以确保绿色食品行业健康有序发展。Based on the Chinese Consumer Satisfaction Index(CCSI)theoretical model,two new variables were added to combine with the characteristics of offline green food supermarkets,and research hypotheses were proposed.Through questionnaire survey,empirical analysis was conducted to study the relationship between six dimensions such as brand image and consumer satisfaction.The results of the study indicate that expected quality positively affects consumer perceived value,whil e perceived value significantly positively affects consumer satisfaction,that is expected quality indirectly positively affects consumer satisfaction.Brand image,perceived quality,and contextual environment have a positive and significant impact on consumer satisfaction,with contextual environment having the most significant impact on consumer satisfaction.Based on the research conclusions,this article proposes corresponding countermeasures from the perspectives of offline green food supermarkets and the government to stimulate consumers'willingness to consume green food and improve consumer satisfaction,in order to ensure the healthy and orderly development of the green food industry.

关 键 词：线下绿色食品超市 绿色食品 中国消费者满意度模型 满意度 

分 类 号：F713.3[经济管理—产业经济]