价格认知对不同类型农民消费者购买意愿的影响机理——基于辽宁省调查数据的分析  

Mechanism of Price Cognition Influencing on Purchase Intention of Different Types of Farmers—Based on the Analysis of Survey Data in Liaoning Province

作　　者：李宝库[1] 高玉平[1] 吴正祥[1] 

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：《安徽农业科学》2017年第5期218-222,255,共6页Journal of Anhui Agricultural Sciences

基　　金：国家自然科学基金资助项目(71172218);高等学校博士学科点专项科研基金资助项目(20122121110005)

摘　　要：将农民分为远离城市的全职农民、靠近城市的兼职农民和在城市生存的农民3类。在Fishbein合理行为模型的基础上,加入价格认知、过去的购买行为2个变量,从心理认知层面对不同类型农民价格认知如何影响购买意愿进行结构方程分析。结果表明:1主观规范、个体态度、过去的购买行为对购买意愿均有直接的正向影响,并且在3类农民中,过去的购买行为影响最大,主观规范和个体态度的影响存在差异。2主观规范还通过个体态度对购买意愿产生正向影响。3远离城市的农民的价格认知通过个体态度间接对购买意愿产生正向影响,靠近城市的兼职农民的价格认知主要通过主观规范间接对购买意愿产生正向影响,在城市生存的农民的价格认知通过个体态度和主观规范间接对购买意愿产生正向影响。In this paper, farmers are divided into three categories： full-time farmers far from the city, part-time farmers near the city and farmers live in the city. Farmers＇ price cognition model was formed by adding perceived price and past purchase behavior into Fishbein＇ s model of reasoned action, from the perspective of psychological cognition, the effects of price recognition on purchase intention among different kinds of farmers were analyzed though structural equation modeling. The results showed that ： ① Subjective norm, individual attitude and past purchase behavior have positive and direct impact on customer purchase intention, of which past purchase behavior play the most significant role ; the effects of subjective norm and individual attitude on purchase intention were different among those three kind of farmers. ② Subjective norm also has indirect impact on purchase intention.③ Price cognition has indirect positive effects on purchase intention by affecting individual attitude, subjective norm, as well as both individual attitude and subjective norm among samples of full-time farmers far from the city, parttime farmers near the city and farmers live in the city respectively.

关 键 词：合理行为模型 价格认知 过去的购买行为 购买意愿 农民 

分 类 号：S-9[农业科学] F723.82[经济管理—市场营销]