基于KAP理论的外卖订购自我保护行为研究
毕业论文关键词：大学生；自我保护行为；外卖食品；认知；消费观念；态度；
A Study on Ordering Take-away Food Self-protective Behavior of College Students Based on KAP in Nanjing, China
Abstract：This paper, taking the take-away food as an example, is based on the research data of 278 college students from 10 schools in Nanjing, Jiangsu Province. With the " KAP model ", the author uses multiple linear regression to study the main factors impacting the self-protection behavior of college students, and to examine whether the demographic variables have certain effect. The results show that the concept of cognition, attitude and trust all can affect the self-protection behavior of college students towards take-away food to different degrees, and the influence level between different population characteristics is seriously inconsistent. Based on the above conclusions, this paper puts forward a series of policy suggestions about improving take-away food safety knowledge and security cognitive abilities of college students, raising the threshold for take-away industry access, strengthening take-away food safety supervision and so on to strengthen the self-protection behavior of university take-away food.
Key words: College students; self-protective behavior; take-away food; cognizance; consumption concept; attitude
目录
摘要 1
关键词 1
Abstract 1
Key words 1
一、引言 2
二、理论基础与文献综述 2
（一）概念界定 2
1.食品安全 2
2.自我保护行为 3
（二）理论基础 3
（三）文献综述 3
1.外卖食品安全问题研究现状 3
2.消费者自我保护行为影响因素研究现状 4
3.文献评述 6
三、理论分析与研究设计 6
（一）大学生外卖订购自我保护行为研究模型 6
1.知（知识、态度、消费者观念） 6
2.信（态度、信任） 7
3.行（自我保护行为） 7
（二）假说的提出 7
（三）问卷设计 7
1.自我保护行为调查 7
2.知识、认知及消费观念调查 8
3.态度及信任调查 8
（四）数据来源 9
四、描述性分析 10
（一）样本基本特征分析 10
（二）大学生群体订购外卖食品评价 10
（三）大学生外卖订购自我保护行为现状 12
（四）大学生外卖订购自我保护行为的影响因素评价 12
1.食品安全知识 12
2.外卖安全认知 13
3.个人消费观念 13
4.外卖态度 14
5.外卖安全信任 14
五、实证分析 14
（一）模型构建 14