摘要
消费者情感态度、消费者认知态度正向影响消费者对有机农产品的购买意愿,且认知态度较情感态度的影响更大;消费者指令性主观规范、消费者描述性主观规范对其有机农产品购买意愿具有正向影响,且消费者描述性主观规范较指令性主观规范的影响更大。有机农产品销售企业应重视培育消费者的积极态度,全面提升服务质量,多层次追踪管理顾客有效信息,有针对性地制定营销策略。
Consumer affective attitude and consumer cognitive attitude have the positive effects on consumer＇ s purchase intention of organic agriculture product, and the effects of consumer cognitive attitude is stronger than that of consumer affective attitude; consumer prescriptive subjective norms and consumer descriptive subjective norms have the positive effects on purchase intention of organic agriculture product, and the effect of consumer descriptive subjective norms has the stronger effects than that of consumer prescriptive subjective norms. The related enterprises should pay more attention to the cultivation of consumers＇ positive attitude, improve their own service quality, track and manage the consumers＇ effective information from multi levels, and formulate the appropriate marketing strategies.
出处
《中国流通经济》
CSSCI
北大核心
2015年第9期98-107,共10页
China Business and Market
关键词
理性行为理论
消费者态度
消费者主观规范
有机农产品
购买意愿
Theory of Reasoned Action. consumer attitude
consumer subjective norms
organic agricultural products
pur- chase intention
