林家铺子黄桃罐头消费者满意度与购买行为影响因素研究——基于大连市消费者的调查分析

Study on the Influencing Factors of Consumer Satisfaction and Purchase Behavior of Linjiapuzi Yellow Peach Canned Food—A Survey and Analysis Based on Dalian Consumers

摘要: 罐头食品作为我国传统加工食品品类，近年来在消费升级与市场竞争的双重压力下迎来转型挑战。黄桃罐头作为水果罐头中的代表性产品，市场需求持续释放的同时，品牌竞争也日趋激烈。本研究以林家铺子黄桃罐头为研究对象，基于大连市510份有效问卷调研数据，运用因子分析与线性回归模型，系统剖析消费者购买行为的影响因素及产品满意度水平。研究发现，消费者购买决策主要受产品自身因素(口感、甜度、包装、价格等)影响，该类因素的影响权重达76%；消费者对林家铺子黄桃罐头的整体满意度较高，得分为3.435分，其中果肉大小、口感、促销活动等因素对购买意愿呈显著正向影响，甜度则呈现显著负向影响。基于研究结论，本文从优化产品结构、强化品牌传播、提升售后服务等方面提出针对性建议。

Abstract: As a traditional processed food category in China, canned foods have faced transformative challenges in recent years under the dual pressures of consumption upgrades and market competition. As a representative product in the fruit canned food sector, yellow peach canned goods have seen continuous market demand while experiencing increasingly fierce brand competition. This study takes Linjiapuzi yellow peach canned goods as the research subject, utilizing factor analysis and linear regression models based on survey data from 510 valid questionnaires in Dalian City to systematically analyze the influencing factors of consumer purchasing behavior and product satisfaction levels. The research findings reveal that consumer purchasing decisions are primarily influenced by product-related factors (flavor, sweetness, packaging, price, etc.), with these factors accounting for 76% of the influence weight. Consumers exhibit high overall satisfaction with Linjiapuzi yellow peach canned goods, scoring 3.435 points, where factors such as fruit pulp size, flavor, and promotional activities show significant positive impacts on purchase intention, while sweetness demonstrates a significant negative impact. Based on these conclusions, the study proposes targeted recommendations in areas such as optimizing product structure, strengthening brand communication, and improving after-sales services.