| 新型鱼乳豆浆购买意愿及其影响因素实证分析 |
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| 引用本文： | 张国政,肖鹏,许思嘉. 新型鱼乳豆浆购买意愿及其影响因素实证分析[J]. 安徽农业科学, 2014, 0(24): 8400-8401,8403 |
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| 作者姓名： | 张国政 肖鹏 许思嘉 |
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| 作者单位： | 湖南农业大学商学院; |
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| 基金项目： | 国家社科青年基金“基于质量安全视角的农产品顾客感知价值形成机制实证研究”(12CGL046) |
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| 摘 要： | 在对350个潜在消费者进行问卷调研的基础上,利用SPSS分析了消费者对于新型鱼乳豆浆制品的购买意愿及其影响因素.结果表明,“消费者对于新型鱼乳豆浆制品的认知”、“消费者个人偏好”、“外部影响”3个因子均对购买意愿存在显著影响,其中“消费者对于新型鱼乳豆浆制品的认知”这个因子的影响最大.据此提出了促进消费者购买新型鱼乳豆浆制品的相应对策.
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| 关 键 词： | 消费者 新型鱼乳豆浆 购买意愿 影响因素 |
An Empirical Analysis on the Purchase Intention for the New Fish-Soybean Milk and Its Influencing Factors |
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| Affiliation: | ZHANG Guo-zheng(Business School, Hunan Agricultural University, Changsha, Hunan 410128) |
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| Abstract: | Based on a questionnaire survey of 350 potential consumers,using SPSS to analyze the consumers purchase intention for the new fishsoybean milk products and its influencing factors.The results showed that,＂consumers cognition for the new fish-soybean milk products＂,＂consumers preference＂,and ＂external influence＂three factors have significant effects on purchase intention.The factor ＂consumers cognition for the new fish-soybean milk products＂ has the most significant influence.Finally,this paper puts forward the corresponding countermeasures to promote consumers buying new fish-soybean milk products. |
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| Keywords: | Consumer New fish-soybean milk Purchasing intention Influencing factors |
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