Study On The Substitution Willingness Of Dairy Consumption Under Consumption Upgrade

Under the new normal,domestic consumption upgrading is accelerating.Food consumption occupies an important position in the domestic consumption upgrade,and the dairy consumption shows a strong upgrade trend.The upgrading of dairy consumption also brings a series of consumption substitution phenomena.Consumers purse more quality and effective consumption through brand transformation,category substitution and channel migration.As a complex social process,previous studies focused on exploring the status quo of consumption upgrading in China from the macro level,but there is no general discussion on the logic of consumption upgrading at the micro level.Therefore,this study focuses on the dairy industry from the micro-level.Taking consumption substitution as the breakthrough point,and based on the "motivation upgrade-behavior upgrade" research paradigm,to establish consumption substitution model,to explore the impact mechanism of dairy consumption substitution behavior.We are committed to clarify the inherent logic of consumption upgrading from a micro perspective and grasp the trend of consumption upgrading.This paper first systematically reviews the relevant literature on consumption upgrading,consumption motivation and consumption substitution.Then construct the research model and propose the theoretical hypotheses based on the motivation theory,using SPSS19.0 and AMOS20.0 to conduct empirical research.Through pre-survey,test the reliability and validity level of the questionnaire,and correct the measurement scale;in the formal investigation,verify the validity of the questionnaire and data through descriptive statistics,reliability analysis and validity analysis;through independent sample T test and ANOVA analysis to test the difference of demographic variables in the willingness of consumption substitution;through correlation analysis,structural equation analysis and regression analysis to verify hypotheses.The main conclusions are drawn:1.In this study,consumers showed a strong willingness of consumption substitution.Specifically,consumers' brand switching,category substitution,and channel migration willingness are at the upper-middle level under the consumption upgrade.Compared to the previous brand switching behavior,category substitution and channel migration behavior also showed the trend of the future.2.Consumers of different generations have significant differences in willingness of consumption substitution.The willingness of consumption substitution in the post-80 s and post-90 s generation are significantly higher than that in the post-60 s and post-70 s generation,and the willingness of brand substitution is the strongest in the post-60 s group.The post-70 s have the highest willingness to substitute category,and the post-90 s have the highest willingness of channel migration.3.Environment stimulation and marketing stimulation have a significant positive impact on consumption substitution willingness.The more stronger the guiding role of consumption environment and marketing stimulation,the more stronger the consumption substitution willingness.4.It is found that utilitarian motivation and hedonic motivation play mediating role in the environment stimulation,marketing stimulation and consumption substitution willingness,that is,the impact of environment stimulation and consumption stimulus on consumption substitution willingness would need to be realized through consumption motivation.5.Intergenerational differences play a moderating role between consumption motivation and consumption substitution willingness.The consumption substitution willingness of the older generation is mainly driven by utilitarian motivation.While the the consumption substitution willingness of younger generation is mainly driven by the hedonic motivation.Based on the above conclusions,this paper propose the following management suggestions: The government should strengthen policy support,encourage technological innovation,and cultivate consumption hot spots,in order to create good consumption environment.Enterprises need to formulate effective marketing strategies,create consumption scenarios,promote category innovation and quality upgrading,as well as to continuously improve the usefulness and ease of use of online channels.What is more important is to identify the relevant customer segments and understand their needs and establish accurate user profiles.Tap and create consumer demand,guide consumption and pursue a better life.