|Table of Contents|

Research on the Purchase Intention of Agricultural Products Based on the Tricomponent Attitude Model

《北方园艺》[ISSN:1001-0009/CN:23-1247/S]

Issue:
2020年03
Page:
149-157
Research Field:
Publishing date:

Info

Title:
Research on the Purchase Intention of Agricultural Products Based on the Tricomponent Attitude Model
Author(s):
KANG Juan; LI Zhigang
(College of Information Science and Technology，Shihezi University，Shihezi,Xinjiang 832000)
Keywords:
(College of Information Science and Technology; Shihezi University; Shihezi; Xinjiang 832000)
PACS:
-
DOI:
10.11937/bfyy.20190589
Abstract:
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.

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Last Update: 2020-02-27