KANG Juan,LI Zhigang.Research on the Purchase Intention of Agricultural Products Based on the Tricomponent Attitude Model[J].Northern Horticulture,2020,44(03):149-157.[doi:10.11937/bfyy.20190589]
基于ABC态度模型的可追溯农产品购买意愿研究
- Title:
- Research on the Purchase Intention of Agricultural Products Based on the Tricomponent Attitude Model
- Keywords:
- (College of Information Science and Technology; Shihezi University; Shihezi; Xinjiang 832000)
- 文献标志码:
- A
- 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。
- 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.
参考文献/References:
[1]van RIJSWIJK W J,MENOZZI D.Consumer-perceptions of traceability:A cross-national comparison of the associated benefit[J].Food Quality and Preference,2008,19(5)：452-464.[2]赵荣,陈绍志,乔娟.基于因子分析的消费者可追溯食品购买行为实证研究:以南京市为例[J].消费经济,2011,27(6):63-92.[3]SEARS,PEPLAU,TAYLINIARD,Social Psychology[C]//7th edition.Englewood.liff NJ:Prentice-Hall Inc,1991,188-194.[4]陶德清.学习态度的理论与研究[M].广东:广东人民出版社,2003.[5]李晓文,张玲,屠荣生.现代心理学[M].上海:华东师范大学出版社,2003.[6]杨雪.基于消费者态度模型的负面在线评论对品牌信任的影响[J].现代经济探讨,2016(7):9-14.[7]刘增金,乔娟,李秉龙.消费者对可追溯牛肉的认知及其影响因素分析:基于结构方程模型[J].技术经济,2013,32(3):86-92.[8]KIM J,LENNON S J．Effects of reputation and website quality on online consumers emotion,perceived risk and pur-chase intention:Based on the stimulus-organism-response model[J].Journal of Research in Interactive Marketing,2013,7(1)：33-56．[9]PORTER M E.Competitive strategy[J].Measuring Business Excellence,1997，1(2):12-17.[10]ROSELIUS T.Consumer ranking of risk reduction methods[J].Joumal of Marketing,1971,35(1)：56-61.[11]李琪,王璐瑶.基于ABC态度模型的消费者重复购买意愿研究[J].商业研究,2016(11):17-23.[12]GUSTAFSSON A,JOHNSON M D,ROOS I.The effects of gustomer satisfaction,relationship commitment dimensions and triggers on customer retention[J].Journal of Marketing,2005,69:210-218.[13]SHETH J N,VENKATESAN M.Risk-reduction process in repetitive consumer behavior[J].Journal of Marketing Research,1968,5(3)：307-310.[14]王丽丽,赵炳新.网络视角的风险与时尚对消费者信息搜索行为影响研究[J].中国管理科学,2016(11):137-145.[15]CHAUDHURI A.Product class effects on perceived risk：The role of emotion[J].International Journal of Research Information Marketing,1998(15):157-168.[16]张应语,张梦佳,王强,等.基于感知收益-感知风险框架的O2O模式下生鲜农产品购买意愿研究[J].中国软科学,2015(6):128-138.[17]DRUCKER P F.The practice of management[M].Economic Science Press，1954.[18]于伟.消费者绿色购买意愿形成机理分析:基于群体压力和环节认知的视角[J].消费经济,2009,25(4):75-77,96.[19]ZEITHAML V A.Consumer perceptions of price,quality and value：Ameans-end model and synthesis of evidence[J].Journal of Marketing,1988,52(3):2-22.[20]CHANG T Z,WILDT A R.Price，product information and purchase intention:An empirical study[J].Journal of the Academy of Marketing Science,1994(22):16-27.[21]JACKIE L T.Customer satisfaction service quality and perceived value:An integrative model[J].Journal of Marketing Managment,2004(20):897-917.[22]刘威.绿色食品消费者感知价值维度及其对消费者忠诚的影响研究[D].厦门：厦门大学,2009.[23]RYUK,LEE H R,GON K W.The influence of the quality of the physical environment,food,and service on restaurant image,customer percevied value,customer satisfaction,and behavioral intentions[J].International Journal of Contemporary Hospitality Management,2012,24(2):200-223.[24]张国政,彭承玉,张芳芳,等.农产品顾客感知价值及其对购买意愿的影响：基于认证农产品的实证分析[J].湖南农业大学学报（社会科学版）,2017,18(2):24-28.[25]STONE R N,GRONHAUG K.Perceived risk：Further considerations for the marketing discipline[J].European Journal of Marketing,1993,27(3):39-50.[26]PAVLOU P A.Consumer acceptance of electronic commerce:Integrating trust and risk with the technology acceptance model[J].International Journal of Electronic Commerce,2003,7(7):101-134.[27]刘润生,何庆峰,姚星,等.我国牛肉质量按照可追溯系统研究现状分析[J].食品研究与开发,2012(6)：205-208,240.[28]天山网.乌鲁木齐年底可实现肉菜流通追溯体系建设[EB/OL].[2012-05-04].http://news.ts.cn/content/2012-05/04/content_6802000.htm.[29]郭玲.首府肉菜流通追溯体系全面实施[N].乌鲁木齐晚报(汉).2014-7-27(001).[30]王军伟.乌鲁木齐市消费者可追溯农产品消费行为调查研究[D].乌鲁木齐:新疆农业大学,2016.[31]李小雪,王英,董文心,等.黑龙江省猪肉消费需求影响因素研究[J].黑龙江畜牧兽医:下半月,2017(12)：10-13.[32]朱冬静,王凯.信任视角下消费者追溯猪肉购买意愿实证分析：基于结构方程模型[J].江苏农业科学,2017,45(4):311-314.[33]崔春晓,王凯,李建民.食品追溯体系对消费者感知不确定性作用机制研究:以山东省溯源猪肉消费为例[J].经济经纬,2017,34(1):50-55.[34]姚常成.基于信息不对称下的消费者对可追溯肉鸡购买意愿研究：以南京市为例[D].南京:南京农业大学,2014.[35]文晓巍,李慧良.消费者对可追溯食品的购买与监督意愿分析：以肉鸡为例[J].中国农村经济,2012(5)：41-52.[36]PAUL A P,LIANG H,XUE Y.Understanding and mitigating uncertainty in online exchange relationships:A principal-agent Perspective[J].Mis Quarterly,2007,31(1):105-136.
备注/Memo
第一作者简介：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.基金项目：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)。收稿日期：2019-05-26