消费者产品知识对有机蔬菜的购买影响分析

The Purchasing Impact of Consumer Product Knowledge on Organic Vegetables

文章通过实证性研究验证了消费者产品知识对有机蔬菜的购买影响并得出了影响系数。研究结果表明,消费者主观认知对有机蔬菜购买行为有正向影响,而创新性有微弱的负向影响;信息收集、客观认知对有机蔬菜购买行为有正向影响,有机蔬菜的消费者对其价格并不敏感。此外文章还研究了消费者人口统计变量对有机蔬菜购买的影响,部分人口统计变量对有机蔬菜购买存在调节作用。

In this paper, purchase impact of the consumer product knowledge on organic vegetables was verified through empirical studies, and influencing coefficient was derived. The research results show that subjective cognition of consumers have a positive impact on purchasing behavior of organic vegetables, innovativeness has weak negative impact; collection of information, objective cognitive have positive influence on purchasing behavior of organic vegetables, consumers of organic vegetables is not sensitive to its price. In addition, the article also studies the impact of consumer demographic variables on organic vegetables purchasing, and some of the demographic variables exist in a regulatory role on organic vegetables purchasing.