城镇居民有机农产品购买行为研究  

Urban residents' behavior of purchasing organic agricultural products

作　　者：程璐[1] 张明晓[1] 周莹舒 

机构地区：[1]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《辽宁工程技术大学学报（社会科学版）》2015年第1期93-97,共5页Journal of Liaoning Technical University(Social Science Edition)

基　　金：辽宁省大学生创新创业训练计划项目(201210147039);辽宁省教育厅杰出青年学者成长计划项目(WJQ2013007);国家自然科学基金青年基金项目(71202117)

摘　　要：针对有机农产品营销问题,采用实证研究的方法,对城镇居民购买有机农产品购买意愿和购买行为进行调研,提出了"购买能力、产品认知、购买动机"三个因素对"购买意愿"、"购买行为"的结构方程模型。利用问卷、访谈等形式获得一手数据,对数据进行信度与效度的检验后,利用AMOS软件对模型的影响路径及强度进行验证,并对验证结果进行分析。研究结果显示:产品认知、购买能力、购买动机对购买意愿有正向的路径影响;购买能力与购买动机有可靠的相互作用;购买能力与产品认知有可靠的相互作用;购买动机与产品认知有可靠的相互作用。In view of the marketing of organic agricultural products,an empirical research was made on urban residents＇ intention and behavior of purchasing organic products.A structural model was designed based on five factors of purchase ability,purchase intention,product cognition,purchase behavior and purchase intention.Then some hypotheses are proposed based on data reliability and validity test.AMOS software was used to verify the influence of the path and intensity,and the verification results are analyzed.The results show that purchase ability,purchase intention,product intention have a positive influence on purchase intention;there is reliable interaction between purchase ability and purchase intention,between purchase ability and product cognition,as well as between purchase intention and product cognition.

关 键 词：城镇居民 结构方程模型 有机农产品 购买意愿 购买行为 

分 类 号：C93[经济管理—管理学]