Empirical Research On Expectation Discrepancy In Dairy Purchasing Behavior Of Consumers

Dairy has commodity attribute.With the development of globalization and network,the social influence of dairy business has become more and more obvious.That reflects the social attribute of dairy.Under this background,the focus of consumers to dairy is transferring to multiple dimensions.It increases the complexity of purchasing behavior analysis.And the cognition mechanism needs to be further supported by theories and practice.The dairy purchasing process shows as purchasing decision balancing and payment willingness implementing.However,it actually experiences a series of psychological processes,this paper generalizes the processes as the production and influence of expectation discrepancy.This paper integrating interview survey,empirical analysis,and etc.,completes the structural expression of expectation discrepancy of dairy purchasing,exploring the mapping mechanism from expectation discrepancy to purchasing behaviors.Firstly,define the expectation discrepancy and its three patterns of manifestation that are dimension discrepancy,extent discrepancy and dimension importance sorting discrepancy.Based on the dimension combining and sorting,accomplish the modeling,valuing of expectation discrepancy.And applies it into the explanation of dairy purchasing behaviors and constructs the expectation discrepancy structuring framework of consumer dairy purchasing behaviors.By constructing expectation discrepancy structure models under certain study scenarios,explain consumer dairy purchasing behaviors from aspects of dimension discrepancy,extent discrepancy and dimension importance sorting discrepancy.Secondly,based on the expectation discrepancy structuring,design the overall routine of expectation discrepancy empirical study,design interview projects from four aspects that are framework making,objects choosing,survey implementing and quality controlling.At the stage of interview file analysis,code interview contents and extract conclusions adopting framework method and the software NVivo.Propose the empirical hypotheses of expectation discrepancy and establish hypothesis model based on interview conclusions combing expectation discrepancy structuring framework.Again,to verify the correction of hypothesis model,design survey questionnaire to carry on empirical survey designing with l iquid milk dairy products as purchasing objects.The work is divided into two parts that are questionnaire survey project designing and survey data collecting.Among of them,questionnaire survey project designing gives the basic methods of empirical survey from three aspects that are measurement project designing,research variable measuring and questionnaire designing.Survey data collecting is carried on from two aspects that are survey object and sample choosing,and data collecting.Finally,obtain empirical data sample.Questionnaire survey is carries out with two ways that are field distribution and online platform distribution.Reliability and validity tests are carried out to the questionnaires,and the questionnaire is improved with analysis results.Finally,adopt regression equation to carry out matching analysis to hypothesis model.The data analysis and hypothesis testing results show that: Expectation extent discrepancy of all expectation dimensions has significant negative influence on purchasing willingness.Expectation discrepancy dimension proportion has significant positive adjusting influence on the relationship between expectation extent discrepancy and purchasing willingness.Expectation dimension discrepancy makes the expectation extent discrepancy of the dimension soar.Consumer features will influence expectation discrepancy structures and further influence dairy purchasing willingness.This paper proposes the method to analyze the degree of Reliability-Validity of expectation discrepancy structured models.The basic thinking of the method is that consumers with same features have similar expectation discrepancy structures.The method is verified effective through empirical data.This paper identifies the expectation discrepancy structures under different purchasing goals and income levels,proposes the instance of firm strateg y making applying expectation discrepancy structures.This paper deduces the influencing mechanism of price increasing to purchasing willingness decreasing applying the relationship between expectation extent discrepancy and purchasing willingness.Explain analyzing from the perspective of price expectation is better than price itself by comparing with traditional analysis processes.