农村家庭耐用品购买态度、意向与购买行为

A Comparative Study of Purchasing attitude,Intention and Behavior towards Household Durable Goods among Chinese Rural Families

我国农民的家庭消费行为属于自主行为,并且存在着机能需求模式、核心需求模式和外延需求模式三种消费模式。文章根据合理行为理论,运用结构模型方法对三种模式下农村家庭的耐用品消费意向、态度和行为的关系进行了比较研究,认为,三种消费模式下农村家庭的行为意向与态度之间以及消费态度与行为之间存在正向影响关系,消费模式层次越高的家庭耐用品购买态度与行为相关性越大,越容易发生购买行为。

The Chinese rural family consumer behavior is volitional. There are three consumption groups and modes that exist, these include the functional needs mode（FNM）, the core needs mode（CNM）, and the extensive needs mode（ENM）. This paper is based on Theory of Reasoned Action（TRA）, 1200 samplings, and using Structural Equation Modeling（SEM） to conduct a relationship study among purchasing attitude, intention and behavior towards durable goods under these three consumption modes. This thesis concludes that there are positive influences between purchasing attitude and behavior as well as buying intention and attitude among rural families in regards to these three consumption modes. In particular, the relationship between purchasing attitude and behavior of higher mode＇s families is closest, and more likely to buy.