摘要
随着生活水平的提高,消费者越发关注健康饮食。有机农产品无污染、安全营养,为人体更好的提供必需的维生素、矿物质等营养物质。我国有着巨大的市场潜在需求,但有机食品的实际消费额仍有待进一步提高。消费者的消费意愿可以用来预测他们的消费行为,为促进有机农产品消费,本研究运用计划行为理论拓展模型,通过MPLUS统计分析软件,比较和分析了消费的意愿及行为的形成机理。研究表明:计划行为理论(TPB)包含的三大因素(BA,SN,PBC)直接正向的影响消费意愿(BI),同时,这三大因素通过消费意愿间接正向影响消费行为(BB)。产品认知(PC)和情感信念(EB)直接正向影响行为态度,二者通过行为态度间接正向影响消费意愿。
With the improvement of living standards,consumers pay more attention to healthy diet.Organic agricultural products are pollution-free,safe and nutritious,and provide essential vitamins,minerals and other nutrients for the human body.China has a huge potential market demand,but the actual consumption of organic food still needs to be further improved.The consumer's willingness to consume can be used to predict their consumption behavior.In order to promote the consumption of organic agricultural products,this study uses the planned behavior theory to expand the model,and compares and analyzes the formation mechanism of consumer's willingness and behavior through MPLUS statistical analysis software.The research shows that the three factors(BA,SN,PBC)included in the theory of planned behavior(TPB)directly and positively affect the willingness to consume(BI),and at the same time,these three factors indirectly and positively affect the consumption behavior(BB)through the willingness to consume.Product cognition(PC)and emotional belief(EB)directly and positively affect behavior and attitude,and both indirectly and positively affect consumption intention through behavior and attitude.
作者
王咏
WANG Yong(Tongling College of Business Administration,Tongling University,Tongling Anhui 244000;Woosong University,Daejeon Korea 34500)
出处
《山东农业工程学院学报》
2023年第5期69-74,共6页
The Journal of Shandong Agriculture and Engineering University
基金
安徽省教育厅高校人文社科重点研究项目“我国有机农产品消费意愿研究”(SK2021A0653)
安徽省高校优秀青年人才支持项目“数字经济背景下电商下行农产品上行治理机制研究”(GXYQ2022088)。
关键词
有机农产品
结构方程模型
计划行为理论
消费意愿
消费行为
organic agricultural products
structural equation model
the theory of planned behavior
consumption intention
consumer behavior
