进口食用植物油感知价值对消费者购买意愿影响

The Effect of Perceived Value of Imported Edible Vegetable Oil on Consumers’ Purchase Intention

采用问卷调查方法,将信任作为中介变量,研究消费者购买进口油的风险感知、产品的区域品牌、政府部门和企业形象的影响以及参考信息对购买意愿的影响。结果表明:风险感知显著负向影响购买意愿,区域品牌及参考信息显著正向影响购买意愿,政府部门和企业形象对消费者的购买意愿无显著正向影响,信任对所有变量都能起到中介作用。

This paper adopts the questionnaire survey method and takes trust as an intermediary variable to study the risk perception of consumers when buying imported oil,the regional brand of products,the influence of government departments and corporate image,and the influence of reference information on purchase intention.The results showed that risk perception has a significant negative impact on purchase intention,regional brands and reference information have a significant positive impact on purchase intention,government departments and corporate image have no significant positive impact on consumers’purchase intention,and trust can play an intermediary role for all variables.