消费者感知价值对转基因食品购买意愿的影响研究——以转基因大豆油口碑为调节变量

发布时间：2019-07-15 21:01

【摘要】：基于转基因食品消费者感知价值这一视角,利用352份对转基因食品消费者的调研数据,构建感知价值四维度对购买意愿影响模型,尝试探讨功能价值、情感价值、社会价值及经济价值对转基因食品消费者购买意愿的影响,并将转基因大豆油的口碑作为调节变量,研究其在感知价值四维度与购买意愿之间的调节效应。研究结果表明,感知价值四维度均对转基因食品消费者购买意愿有正向影响,其中情感价值对购买意愿的影响作用最大。转基因大豆油的口碑在感知价值四维度对购买意愿的影响中有一定的调节作用,即转基因大豆油的正面口碑会促进消费者购买意愿的形成,负面口碑则阻碍购买意愿的形成。
[Abstract]:Based on the perspective of perceived value of genetically modified food consumers, using 352 survey data of genetically modified food consumers, the influence model of perceived value on purchase intention was constructed, and the effects of functional value, emotional value, social value and economic value on the purchase intention of genetically modified food consumers were discussed, and the word of mouth of genetically modified soybean oil was taken as the regulating variable. The adjustment effect between the four dimensions of perceived value and the willingness to buy is studied. The results showed that the four dimensions of perceived value had a positive effect on the purchase intention of genetically modified food consumers, and emotional value had the greatest effect on the purchase intention of genetically modified food consumers. The word of mouth of genetically modified soybean oil plays a certain role in regulating the influence of perceived value on purchase intention, that is, the positive word of mouth of transgenic soybean oil will promote the formation of consumers' purchase intention, while the negative word of mouth hinders the formation of purchase intention.
【作者单位】：南京农业大学经济管理学院;南京信息工程大学经济管理学院;
【基金】：国家社会科学重大项目(编号:11&ZD172) 国家自然科学基金(编号:71603129)
【分类号】：F713.55

【相似文献】