消费者特色农产品感知价值、满意度与行为意向——基于山东及河北城镇居民驴肉消费调查

为探究消费者感知价值和满意度对特色农产品购买行为意向的作用机制,从消费者对特色农产品消费行为视角出发,基于山东、河北两省城镇居民驴肉消费的抽样调查证据,运用结构方程模型和中介效应检验模型,对感知价值、满意度和行为意向之间的作用逻辑进行分析。结果表明:感知价值与满意度均可促进消费者对特色农产品的购买行为意向,其中,感知价值中情感价值、社会价值、区域价值和绿色价值可直接作用于行为意向,而功能价值则通过满意度“全部地”间接作用于行为意向。综上,应根据感知价值不同维度对行为意向作用的差异性,制定多元化的宣传营销模式,激励特色农产品市场需求,助推特色农业稳步向好发展。

Perceived value, satisfaction and behavioral intention of consumer featured agricultural products: Based on donkey meat consumption of urban residents in Shandong and Hebei provinces

The aim of this study is to explore the impact mechanism of consumer perceived value and satisfaction, and their behavior intention to purchase featured agricultural products. From the perspective of consumer behavior of featured agricultural products, this study constructs a structural equation model and mediating effects testing model based on the evidence of donkey meat consumption of urban residents in Shandong and Hebei Provinces. and empirically analyzes the relationship between the perceived value, satisfaction and behavior intention. The results show that: Both the perceived value and satisfaction can significantly promote the purchase behavior intention of consumer featured agricultural products. The emotional value, social value, regional value and green value in perceived value can affect behavioral intention directly, while the functional value acts indirectly on behavioral intention through satisfaction. In conclusion, according to the difference in the impacts of the perceived value on consumer''s behavior intention, a diversified propaganda and marketing model should be constructed to stimulate the market demand of consumer featured agricultural products and promote the development of characteristic agriculture.