期刊论文

Influence of Customers’Perceived Value on Their Willingness to Purchase Organic Agricultural Products

中文

广东农业科学

1004-874X

2020

47

1

149-157

10.16768/j.issn.1004-874X.2020.01.021

国家社会科学基金青年基金（12CGL046）； 湖南省教育厅科学研究重点项目（19A233）；

本校为第一机构

【目的】探讨有机农产品顾客感知价值及产品知识对于消费者态度和行为意图之间的驱动关系。【方法】以国内主要城市大型超市700个消费样本为例,基于计划行为理论,并运用结构方程进行实证检验。【结果】消费者产品知识、环境价值、安全价值、健康价值和社会价值均正面影响消费者对有机农产品的态度,其中消费产品知识的影响最大,享乐价值对消费者购买有机农产品态度的影响没有得到证实;消费者态度、主观规范和感知行为控制均正面影响消费者对有机农产品的购买意愿,其中消费者态度影响最大。【结论】促进消费者购买有机农产品,关键在于提升消费者态度,因此在努力提升农产品顾客感知价值外,尤需重视...

【Objective】This article aims to explore the driving relationship between customer perceived value of organic agricultural products and product knowledge to consumer attitudes and behavioral intentions.【Method】Taking 700 consumer samples were collected from large supermarkets in major cities of China,and empirical tests were conducted with structural equations based on the theory of planned behavior.【Result】Product knowledge,environmental value,safety value,health value and social value all positively affect consumers'attitudes towards org...