| 董平.猪肉安全认证对消费者购买意愿
的影响机制研究[J].广东农业科学,2014,41(10):217-221 |
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猪肉安全认证对消费者购买意愿
的影响机制研究 |
| Study on impact mechanism of pork safety certificationon consumer's purchase intention |
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| DOI： |
| 中文关键词: 安全认证 购买意愿 品牌知名度 消费者信任 |
| 英文关键词: safety certification purchase intention brand awareness consumer's trus |
| 基金项目:国家社会科学基金(11BGL034) |
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| 中文摘要: |
| 以猪肉为例、采用2（安全认证）伊2（品牌知名度）情境实验法和多因素方差分析技术、实证研究安全认证
对消费者购买意愿的制约因素和作用机制。消费者的经济理性是触发安全认证、激发消费者响应的前提、实证分析
发现安全认证对消费者购买意愿有显著影响、并且受到消费者信任和品牌知名度的交互影响。 |
| 英文摘要: |
| Taking the example of pork, using 2 (safety certification)伊2 (brand awareness) situational experinment and
ANOVA method studied restraining factors and mechanism of safety certification on consumer's purchase intention.
Consumer's economic rationality was the precondition to trigger safety certification and stimulate consumer response. The
empirical analysis found that safety certification had a significant influence on consumer purchase intention, and
consumer's purchase intention was affected by the interaction of consumer's trust and brand awareness. |
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