| 张国政，阳 丽，徐 增.顾客感知价值对消费者购买有机农产品意愿的影响研究[J].广东农业科学,2020,47(1):149-157 |
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顾客感知价值对消费者购买有机农产品意愿的影响研究 |
| Influence of Customers’Perceived Value on Their Willingness to Purchase Organic Agricultural Products |
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| DOI：10.16768/j.issn.1004-874X.2020.01.021 |
| 中文关键词: 计划行为理论 消费者感知价值 产品知识 主观规范 行为控制 购买意愿 |
| 英文关键词: planned behavior theory consumer perceived value products knowledge subjective norms behavior
control purchase willingness |
| 基金项目: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） |
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| 中文摘要: |
| 【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，尤需重视提升消费者有
机农产品知识。 |
| 英文摘要: |
| 【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 organic agricultural products, among
which the product knowledge has the greatest impact. The impact of hedonic value on consumers' attitudes towards organic
agricultural products has not been confirmed. Consumer attitudes, subjective norms, and perceived behavioral control all
positively affect consumers' willingness to purchase organic agricultural products, with consumer attitudes having the greatest
impact.【Conclusion】The key to promoting consumers' purchase of organic agricultural products is to improve consumer
attitudes, and to enhance consumer attitudes. In addition to striving to increase the customer perceived value of agricultural
products, special attention shall be paid to improving consumer knowledge of organic agricultural products. |
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