特色农产品顾客感知价值对顾客购买行为倾向的影响研究——基于多群组结构方程模型

The Influence of Customer Perceived Value of Featured Agricultural Products on Customer Purchase Behavior——Based on multi-group structural equation model

根据顾客感知价值理论,顾客感知价值是驱动顾客购买行为的主要因素。基于全国708个样本调查数据,运用结构方程模型,实证检验了特色农产品顾客感知价值四维度模型及其对顾客购买行为倾向的影响,以及多群组人口统计变量的调节作用。研究发现:区域价值是特色农产品顾客感知价值不可或缺的关键要素;特色农产品顾客感知价值四个维度均对顾客购买行为倾向产生显著正向影响,不同维度影响存在差异;性别、年龄、文化程度和家庭年收入等因素均调节了特色农产品顾客感知价值四个维度对购买行为倾向的影响。

According to customer perceived value theory,customers’ perceived value is the main factor driving their purchase behavior. Using survey data of 708 customers,this paper empirically tests the influence of customers’ perceived value on their purchase behavior for featured agricultural products and the moderating effects of demographic variables by multi-group structural equation model. The results show that regional value is a key factor affecting customers’ perceived value of featured agricultural products. Each of the four dimensions in customers’ perceived value has a significant positive effect on the their purchase behavior,but the degree of effects is different. Besides,the degree of effects of each dimension is adjusted by gender,age,education and family annual income.