乡村振兴战略背景下水产品消费行为及影响因素研究——以粤港澳大湾区脆肉鲩为例  

Research on consumption behavior and influencing factors of aquatic products under the background of rural revitalization strategy:a case study of Crisped grass carp in Guangdong-Hong Kong-Macao Greater Bay Area

作　　者：蔡芷贤 冯钰婷 陈嘉嘉 杨苑芬 谭清立 CAI Zhixian;FENG Yuting;CHEN Jiajia;YANG Yuanfen;TAN Qingli(Business School,Guangdong Pharmaceutical University,Guangdong Zhongshan 528458,China)

机构地区：[1]广东药科大学商学院,广东中山528458

出　　处：《中国渔业经济》2024年第1期99-107,共9页Chinese Fisheries Economics

基　　金：广东大学生科技创新培育专项(攀登计划)一般项目(pdjh2023b0281);大学生创新创业训练计划2022年国家级立项课题(202210573015);2023年度中山市社科规划课题(自筹202325)资助。

摘　　要：论文以粤港澳大湾区九市二区为样本,基于价值感知理论、计划行为理论和购买行为理论设计调查问卷和建立结构方程模型,选取认知度、自身属性、广告效应和消费行为等4个外因潜变量对居民消费淡水产品脆肉鲩行为进行理论分析和实证检验。实证结果表明:认知度与消费行为之间存在负相关关系;而脆肉鲩自身属性和广告效应对消费行为具有显著性正向影响,即脆肉鲩自身属性每增加1个单位,居民消费脆肉鲩的行为会增加0.193个单位;广告效应每增加1个单位,居民消费脆肉鲩的行为会增加0.827个单位。据此提出,政府和水产企业可制定合理的营销方案,将脆肉鲩及其产品的营养价值作为重点营销方向,充分利用广告效应和广东省预制菜政策红利扩大受众面等建议。This paper takes nine cities and two districts in the Guangdong-Hong Kong-Macao Greater Bay Area as samples,and designs a questionnaire and Structural Equation Modeling based on Value Perception Theory,Theory of Planned Behavior,and purchase behavior theory.Four factors,namely awareness of external potential variables,self-attribute,advertising effect and consumption behavior,are selected to conduct theoretical analysis and empirical test on residents'consumption behavior of fresh water products such as Crisped grass carp.The empirical results show that there is a negative correlation between cognitive degree and consumption behavior.However,the properties of Crisped grass carp and the advertising effect have significant positive effects on the consumption behavior,that is,for every unit increase in advertising effect,the consumption behavior of Crisped grass carp increases by O.827 units.For every unit increase in the attribute of Crisped grass carp,the consumption behavior of Crisped grass carp will increase by 0.193 units.Therefore,it is suggested that the government and fishery enterprises should formulate reasonable marketing plans to change the marketing perspective of Crisped grass carp to its nutritional value,and make full use of advertising effect and the policy dividend of prepared vegetables in Guangdong Province to expand its audience.

关 键 词：消费行为 脆肉鲩 水产品 结构方程模型 计划行为理论 

分 类 号：F326.406[经济管理—产业经济]