基于SEM模型的农产品消费者满意度实证分析  

Empirical analysis on consumption satisfaction of agricultural products based on SEM model

作　　者：刘兵[1] 张晓林[1] 徐春秋[1] 

机构地区：[1]天津农学院经济管理学院,天津300384

出　　处：《广东农业科学》2014年第24期208-212,共5页Guangdong Agricultural Sciences

基　　金：国家社会科学基金(12BGL079)

摘　　要：近年来,我国农产品消费领域的矛盾凸现,这实质上是消费者对农产品满意度的问题。从消费者购买心理角度出发,构建农产品满意度的结构方程模型,以天津市223个蔬菜水果消费者为样本,实证分析农产品消费者满意度及其影响因素。结果表明,购买渠道规范程度对满意度产生直接的正向影响,且对满意度各要素的影响程度不同;消费者认知条件和相关信息关注度对满意度产生间接的正向影响。Recently, the consumption problem of agricultural products in our country emerges a lot. This is the substantive problem for consumer＇s satisfaction on agricultural products. In this paper, SEM model of consumption satisfaction from the perspective of consumer＇s psychology was constructed, and the influence factors of consumption satisfaction taken from the fruit and vegetables, 223 consumers from Tianjin as the sample were empirically analyzed. The results showed that the degree of consumption channel standardization had positive effect on the consumption satisfaction,and had different influence on various key factors of consumption satisfaction. Consumers＇ cognition and their attention on related information had indirectly positive effect on the consumption satisfaction.

关 键 词：农产品消费 消费满意度 购买渠道 大型连锁超市 

分 类 号：F713[经济管理—产业经济]