摘要
基于ABC态度理论,从认知、情感和行为倾向3个维度构建模型。在认知态度上选取信息搜索行为和产品熟悉程度作为测量变量;在情感态度上选择感知价值和感知风险作为测量变量;以消费者购买意愿作为行为倾向的测量变量。利用问卷数据和结构方程模型进行实证分析,研究消费者对可追溯农产品的购买意愿及其影响因素。结果表明:从认知态度对情感态度的作用来看,信息搜索行为对感知价值产生正向作用,但对感知风险的作用不显著。产品熟悉程度对感知价值和感知风险分别具有正向作用和负向作用。信息搜索行为对感知价值的作用大于产品熟悉程度,而感知风险更容易受产品熟悉程度的影响。从情感态度对行为倾向的作用来看,感知价值和感知风险都会对消费者的购买意愿产生影响,相对于感知价值而言,感知风险对购买意愿的影响程度较高。根据研究结论,对政府和可追溯农产品企业提出了相关建议。
Based on the Tricomponent Attitude Model,the model was constructed from three dimensions,cognitive,emotional and behavioral orientation.In terms of cognitive attitude,the information search behavior and product familiarity were selected as the measurement variables.In terms of emotional attitudes,the perceived value and perceived risk were selected as the measurement variables.And consumer′s purchase intention was taken as the measurement variable of behavior tendency.The questionnaire data and structural equation model were used for empirical analysis to study consumers′willingness to purchase and the influencing factors of traceable agricultural products.The results showed that from the perspective of cognitive attitudes on emotional attitudes,information search behavior had a positive effect on perceived value,but it had no significant effect on perceived risk.Product familiarity had positive and negative effects on perceived value and perceived risk.Information search behavior had a greater impact on perceived value than product familiarity,while perceived risk is more susceptible to product familiarity.From the perspective of the effect of emotional attitudes on behavioral tendencies,both perceived value and perceived risk had an effect on consumers′willingness to purchase.Compared with perceived value,perceived risk had a higher impact on purchasing intention.Based on the research conclusions,relevant recommendations were made to government and traceable agricultural products enterprises.
作者
康娟
李志刚
KANG Juan;LI Zhigang(College of Information Science and Technology,Shihezi University,Shihezi,Xinjiang 832000)
出处
《北方园艺》
CAS
北大核心
2020年第3期149-157,共9页
Northern Horticulture
基金
国家自然科学基金资助项目(71261021)
石河子大学自主支持校级科研资助项目(ZZZC201609).
作者简介
第一作者:康娟(1981-),女,硕士,讲师,研究方向为农产品可追溯体系。E-mail:windowsxpkj@aliyun.com.
