摘要
随着物质生活水平不断提高,消费者更加注重饮食健康,轻食产品也由此凭借"低油、低糖"的优势在餐饮市场占有一席之地。在消费者对于轻食的需求日益激增的背后,轻食餐饮市场却始终发展缓慢。文中构建轻食产品消费者持续购买意愿因素模型,采用问卷调查方法进行数据收集,并利用SPSS工具检验假设,探究影响轻食产品消费者持续购买的主要因素。结果表明,社会影响对轻食产品消费者持续使用意愿影响最大,促进条件、绩效期望、产品因素次之,努力期望影响最弱。
With the continuous improvement of material living standards,consumers nowadays attach increasingly more importance to healthy eating,and therefore light food products have won a place in the catering market thanks to its advantages of"low oil and low sugar".However,despite the ever-expanding demand for light food products,the light food catering market has been developing slowly.By taking light food catering market as an example,this paper constructs the factor model of consumers’continuous purchase intention of light food products,collects data through questionnaires,and tests our hypotheses with SPSS so as to explore the influencing factors of consumers’continuous purchase intention with regard to light food products.The results illustrate that social influence has the greatest impact on consumers’intention to continue buying light food products,followed by promotion conditions,performance expectations and product factors,and effort expectations has the least influence.
作者
周沁彦
卞雨轩
王娟
ZHOU Qin-yan;BIAN Yu-xuan;WANG Juan(Bell Honors School,Nanjing University of Posts and Telecommunications,Nanjing 210000;School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210000,China)
出处
《物流工程与管理》
2021年第5期100-102,110,共4页
Logistics Engineering and Management
关键词
轻食产品
持续购买意愿
持续购买意愿因素模型
light food products
continuous purchase intention
continuous purchase intention factor model
