消费者实体蔬菜流通终端选择行为研究——基于拓展的计划行为理论  

Consumer choice in entity vegetable distribution terminals:a planned behavior approach

作　　者：周桂芹[1] 陈香玉 ZHOU Guiqin;CHEN Xiangyu(School of Economics and Management,Weifang University,Weifang 261061,Shandong,China;Institute of Data Science and Agricultural Economics,Beijing Academy of Agriculture and Forestry Sciences,Beijing 100097,China)

机构地区：[1]潍坊学院经济管理学院,山东潍坊261061 [2]北京市农林科学院数据科学与农业经济研究所,北京100097

出　　处：《中国瓜菜》2022年第6期113-120,共8页China Cucurbits And Vegetables

基　　金：山东省社科规划项目(19CJJJ30);北京市农林科学院青年科研基金项目(QNJJ202107)。

摘　　要：网络蔬菜流通终端的发展对实体蔬菜流通终端的发展产生了巨大冲击。本试验在计划行为理论框架的基础上,引入感知风险、终端形象变量,构建消费者实体蔬菜流通终端选择行为模型,基于山东省305份微观调查数据,对消费者实体蔬菜流通终端选择行为的影响因素进行分析。实证结果显示,主观规范和终端形象对消费者实体蔬菜流通终端选择意愿具有显著正向影响,终端形象和选择意愿对消费者实体蔬菜流通终端选择行为具有显著正向影响。在此基础上,提出改进消费者实体蔬菜流通终端选择行为的对策建议,以期为网络蔬菜流通终端冲击背景下的实体蔬菜流通终端发展提供借鉴。The development of network vegetable circulation terminal has a great impact on the development of entity vegetable circulation terminal.Based on the theoretical framework of planned behavior,this study introduced perceived risk and terminal image variables to build the consumers’choice behavior model of entity vegetable circulation terminals.Based on 305 microscopic survey data from Shandong Province,the influencing factors of the consumers’choice behavior of entity vegetable circulation terminals were analyzed.The empirical results show that subjective norms and terminal images have significantly positive effects on consumers’choice intentions on entity vegetable circulation terminals,and terminal images and choice intentions have significantly positive effects on consumers’choice behavior of entity vegetable circulation terminals.On this basis,the countermeasures and suggestions for improving consumers'choice behavior of entity vegetable circulation terminals are proposed,in order to provide reference for the development of entity vegetable circulation terminals under the impact of network vegetable circulation terminals.

关 键 词：实体蔬菜流通终端 计划行为理论 选择行为 

分 类 号：S63[农业科学—蔬菜学]