中国农民消费者对下乡家电产品的购买意向分析

The Study on Chinese Rural Consumers' Purchase Intention for "Home Appliances Going to the Countryside"

为了考查农民消费者购买下乡家电的意向,本文在计划行为理论的基础上,构建了农民消费者购买意向模型。研究显示,计划行为理论能够很好地解释农民消费者对下乡家电的购买意向。计划行为理论中行为态度、主观规范和感知行为控制对农民消费者购买下乡家电有重要影响。此外,研究还进一步将农民消费者对购买下乡家电的行为态度区分为对购买行为本身的态度和响应政府政策的态度,并且响应政策的态度对购买意向有重要影响。

Based on the theory of planned behavior, the study develops a model to investigate rural consumers＇ purchase intention to the home appliances going to the countryside. The results show that the theory of planned behavior can well explain rural consumers＇ purchase intention to the home appliances going to the countryside. Attitude toward the action, subjective norm and perceived behavioral control have impacts on rural consumers＇ purchase intention. Moreover, the study has divided the attitude toward behavior into the attitude toward purchasing home appliance, responding government policy, and responding government policy influences purchase intention.