摘要
以福建省189位消费者的微观调查数据为样本,运用计划行为理论和结构方程模型对消费者茶油购买意愿及影响因素进行了实证分析。结果显示:购买态度、主观规范和知觉行为控制对消费者茶油购买意愿有显著影响,影响路径系数分别为0.458、0.348和0.304。提出加大茶油营养保健价值的宣传力度,扩大茶油的市场覆盖范围,提高茶油的购买便利性,提高消费者的茶油质量认证标识的辨别能力,提高茶油消费需求水平的对策建议。
The paper used the theory of planned behavior and structural equation model to analysis the willingness of consumer to buy camellia oil and influencing factors based on a sample of survey data of 189 consumers in Fujian province;the result shows that： attitude,subjective norm,and perceived behavioral control have a significant influence on the willingness of consumer to buy camellia oil and coefficient are 0.458,0.348 and 0.304;Then,according to the results,some of measures has been proposed： increasing the publicity of nutritive value and the function of health protection;expanding the market coverage of camellia oil,and improving the convenience of purchase;improving the quality of distinguishing quality certification mark.
出处
《林业经济》
北大核心
2015年第12期68-72,90,共6页
Forestry Economics
基金
国家林业局重大调研项目"经济林产业发展与维护国家粮油安全"(编号:KH3120044)
国家林业局重大调研项目"木本粮油主要品种生产消费情况调研及主要政策评价"(编号:K34130003)
关键词
计划行为理论
茶油
购买意愿
theory of planned behavior
camellia oil
willingness to buy
