| 李宝库 韩 丹.基于Fishbein 模型和产品属性对农民购买化肥意愿的分析[J].广东农业科学,2015,42(2):181-186 |
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基于Fishbein 模型和产品属性对农民购买化肥意愿的分析 |
| Analysis on fertilizer purchase intention of farmers based on Fishbein model of reasoned action and product attributes |
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| DOI： |
| 中文关键词: Fishbein 模型 化肥 消费属性 投资属性 农民 购买意愿 |
| 英文关键词: Fishbein model of reasoned action fertilizer consumption attribute investment attribute farmer purehase intention |
| 基金项目: |
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| 摘要点击次数: 1397 |
| 全文下载次数: 767 |
| 中文摘要: |
| 中国城乡差异显著，城镇和农村居民的消费行为也存在很大差异，应该对其消费行为分开进行研究。以农民消费者为对象，将化肥的二维属性（消费属性和投资属性）作为新变量引入 Fishbein 合理行为模型，构建了农民化肥购买意愿模型，考察化肥二维属性对他们购买意愿的影响。经过方差分析和结构方程分析发现，化肥的消费属性只能通过农民的态度影响其购买意愿； 投资属性可以通过农民的态度对购买意愿产生正向影响，也可以通过从众心理对其购买意愿产生正向影响；并且投资属性对农民从众心理的影响更大，从众心理对购买
意愿的影响比态度对购买意愿的影响更强。 |
| 英文摘要: |
| There is significant differences between urban and rural areas in Chinese, and the consumptionbehavior of urban and rural residents is also significantly different, so we should study their consumption behaviorsseparately. Taking farmer consumers as the object, leading fertilizer attributes (consumption attribute and investmentattribute) as new variables into Fishbein model of reasoned action, this paper constructed the farmers fertilizerpurchase intention model, to examine the effect of fertilizer two-dimensional attributes on their purchase intention.Through the analysis of variance and structural equation model analysis, the results showed that consumption attributehad effect on purchase intention only through attitude; investment attribute had positive influence on purchaseintention not only through attitude, but also through conformist mentality; in addition, the consumption attribute hadlarger effect on farmers conformist mentality, farmers conformist mentality had larger effect on purchase intentionthan farmers attitude. |
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