消费者对森林康养产品购买意愿研究
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摘要
文章以消费者对森林康养产品的购买意愿为研究对象,以伊春市为切入点,从消费者认知视角出发,探讨消费者对森林康养产品和服务的需求、影响以及变化趋势。运用SPSS21软件对初始问卷数据进行描述性统计分析、信度分析、效度分析和探索性因子分析,来提取关键影响因子,并运用AMOS21软件构建消费者对森林康养产品购买意愿的结构方程模型来检验变量之间的路径关系。根据结构方程模型拟合结果,得出认知态度、产品外部线索、产品内部线索、营销环境对消费者购买森林康养产品的意愿有显著的正向影响的结论。
Taking consumers' intention to purchase forest-based health maintenance products in Yichun City as the research object, this study focused on consumers' demands for and influence on forest-based health mainte?nance products and services, as well as their variation trends from the perspective of consumer cognition. SPSS21 was used to make descriptive statistical analysis, reliability analysis, validity analysis and exploratory factor analysis of questionnaire data to extract key impact factors. Structural equation model of purchasing intention was built by us?ing AMOS21 to test the path relationship between variables. Fitting results of the structural equation model indicat?ed that cognitive attitude, external clues, internal clues and marketing environment could exert significant positive influence on consumers' intention to purchase forest-based health maintenance products.
Taking consumers' intention to purchase forest-based health maintenance products in Yichun City as the research object, this study focused on consumers' demands for and influence on forest-based health mainte?nance products and services, as well as their variation trends from the perspective of consumer cognition. SPSS21 was used to make descriptive statistical analysis, reliability analysis, validity analysis and exploratory factor analysis of questionnaire data to extract key impact factors. Structural equation model of purchasing intention was built by us?ing AMOS21 to test the path relationship between variables. Fitting results of the structural equation model indicat?ed that cognitive attitude, external clues, internal clues and marketing environment could exert significant positive influence on consumers' intention to purchase forest-based health maintenance products.
引文
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许嘉文,朱庆华.消费者对再制造产品购买意愿的驱动机理研究--基于再生打印耗材的实证研究视角[J].科技与管理,2017,19(3):78~85
赵荣,乔娟,孙瑞萍.消费者对可追溯性食品的态度、认知和购买意愿研究--基于北京、咸阳两个城市消费者调查的分析[J].消费经济,2010,26(3):40~45
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RajneeshSuri,Monroe K B.The Effects of Time Constraints on Con?sumers’Judgments of Prices and Products[J].Journal of Consumer Research,2003,30(1):92~104
Yong-SoonKang,Herr P M,Page C M.Time and Distance:Asymme?tries in Consumer Trip Knowledge and Judgments[J].Journal of Consumer Research,2003,30(3):420~429
Zeithaml V A.Consumer perceptions of price,quality,ang value:a means-end model and synthesis of evidence[J].The Journal of Mar?keting,1988,52(3):2~22
陈凯,赵占波.绿色消费态度--行为差距的二阶段分析及研究展望[J].经济与管理,2015(1):19~24
陈丽清,李雯.产品线索对消费者购买意愿的影响研究--以感知价值为中介[J].浙江理工大学学报(社会科学版),2016,36(4):324~332
陈丽荣,曹玉昆,朱震锋,苏蕾.企业购买林业碳汇指标意愿的影响因素分析[J].林业经济问题,2016,36(3):276~281
邓三龙.森林康养的理论研究与实践[J].世界林业研究,2016,29(6):1~6
菲利普·科特勒,凯文·莱恩·凯勒,卢泰宏著,卢泰宏高辉译.营销管理[M].中国人民大学出版社,2009
冯建英,穆维松,傅泽田.消费者的购买意向研究综述[J].现代管理科学,2006(11):7~9
侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:科学技术出版社,2004
姜爱华,生享璐.新能源汽车消费者购买意愿影响因素及引导政策研究[J].财政科学,2017(5):12~26
刘华,孙阿妞.产品外部线索对消费者购买意愿的影响研究--以卷烟品牌为例[J].金融经济,2014(22):109~111
卢素兰,刘伟平.优质木本食用油:认知度、购买意愿及信息的影响--基于福州、广州和长沙城市居民的调研数据[J].林业经济,2016,38(8):52~58
蒲娟,余国新,姚瑶,刘海燕.消费者对有机大米的认知度及购买意愿分析--基于乌鲁木齐消费者的调查[J].天津农业科学,2016,22(1):63~67,73
许嘉文,朱庆华.消费者对再制造产品购买意愿的驱动机理研究--基于再生打印耗材的实证研究视角[J].科技与管理,2017,19(3):78~85
赵荣,乔娟,孙瑞萍.消费者对可追溯性食品的态度、认知和购买意愿研究--基于北京、咸阳两个城市消费者调查的分析[J].消费经济,2010,26(3):40~45
Babin L A,Carder S T.Advertising via the box office:Is product place?ment effective?[J].Journal of Promotion Management,1996,3(1):31~51
Cheng M S,Wang S T,Lin Y C,et al.Do extrinsic cues affect pur?chase risk at international e-tailers:The mediating effect of per?ceived e-tailer service quality[J].Journal of Retailing&Consumer Services,2008,15(5):420~428
Miyazaki A D,Grewal D,Goodstein R C.Effect of Multiple Extrinsic Cues on Quality Perceptions:A Matter of Consistency[J].Journal of Consumer Research,2005,32(1):146~153
RajneeshSuri,Monroe K B.The Effects of Time Constraints on Con?sumers’Judgments of Prices and Products[J].Journal of Consumer Research,2003,30(1):92~104
Yong-SoonKang,Herr P M,Page C M.Time and Distance:Asymme?tries in Consumer Trip Knowledge and Judgments[J].Journal of Consumer Research,2003,30(3):420~429
Zeithaml V A.Consumer perceptions of price,quality,ang value:a means-end model and synthesis of evidence[J].The Journal of Mar?keting,1988,52(3):2~22