摘要
为助力培育发展预制菜产业,推动预制菜产业在农业农村现代化发展中的引擎作用,本文基于S-O-R理论和菲利普·科特勒理论,构建C端消费者预制菜购买行为影响因素的理论模型,深度剖析营销组合、营销环境、消费者心理、购买意愿与购买行为的影响关系。文章通过设计量表问卷进行实证调研,对收集到的数据运用有效的结构方程模型加以论证,并从产品、价格、渠道、促销、营销环境等方面为预制菜企业的发展推广提出针对性的优化建议,以供参考。
To cultivate and develop the ready-made meal industry and support the industry in driving the modernization of agriculture and rural areas,this paper establishes a theoretical model of the influencing factors of C-end consumers’ready-made meal purchase based on the S-O-R theory and Philip Kotler’s theory,with the aim to deeply analyze the influence of marketing solutions,marketing environment,consumer psychology,and purchase intention on purchase behavior.Through the design of a scale questionnaire for empirical analysis,the paper uses effective structural equation models to testify collected data.This paper seeks to offer optimization suggestions for the development of enterprises engaged in the industry from the aspects of products,prices,channels,sales promotion,and marketing environment.
作者
周露
罗文娟
黎唯
张康康
罗子璇
Zhou Lu;Luo Wenjuan;Li Wei;Zhang Kangkang;Luo Zixuan(Jishou University,Jishou,Hunan 416000)
出处
《中国商论》
2024年第5期81-84,共4页
China Journal of Commerce
基金
2023年湖南省大学生创新创业训练项目“C端消费者预制菜购买行为及影响因素研究”(S202310531057)。
