摘要
基于创新扩散理论构建农村消费者家电下乡、汽车下乡产品购买的决策过程模型。研究发现,消费者创新意识对农村居民家电下乡、汽车下乡产品感知价值以及购买意愿的形成,乃至实际补贴购买行为的发生均具有显著的正向影响;零售服务、品牌知名度、品牌形象、补贴申领程序、产品性价比是农村居民对家电下乡、汽车下乡政策重点关注的认知因素,单维度的政策认知变量对家电下乡、汽车下乡产品的消费者感知价值形成具有显著的正向影响;感知价值的正向作用既是家电下乡、汽车下乡产品购买意愿形成及其实际购买行为发生的直接影响因素,同时在创新意识、政策认知对购买意愿及其实际购买行为的影响中具有部分中介效应。文章从创新扩散与产品采纳的视角对家电下乡、汽车下乡政策及其农村消费市场的有效开发提出了对策建议。
Based on the theory of innovation diffusion, this article constructs a decision-making model for rural consum- er' s purchase of products in the context of the implement of the "appliances and autos to the countryside" policy. The find- ings are that: rural consumers' innovativeness has a positive effect on their purchase intention and action; rural consumers' cognitive attitude to the said policy relates to retailer service, brand awareness, brand image, subsidy application procedure and cost performance; unidimensional variable of policy cognition has a positively direct effect on perceived value; and perceived value has a positively direct effect on purchase intention and action as well as a partial mediating effect on consumers' pur- chase intention and action in terms of innovation consciousness and policy cognition. This article finally offers suggestions about developing the consumer market in the countryside.
出处
《广东外语外贸大学学报》
2014年第2期22-26,31,共6页
Journal of Guangdong University of Foreign Studies
基金
国家社会科学基金青年项目"中国城乡老年人养老方式选择的多层次研究"(批准号11CGL071)
教育部人文社会科学研究基金青年项目"基于创新扩散理论的农村消费者行为研究"(批准号09YJC630043)的阶段性成果
关键词
创新意识
政策认知
感知价值
创新扩散
innovation consciousness
policy cognition
perceived value
innovation diffusion