基于计划行为理论的城市居民夜市消费意向研究

Study on Urban Residents′Night Market Consumption Intention Based on Planned Behavior Theory

将生活方式引入计划行为理论,通过构建城市居民夜市消费意向的扩展计划行为理论模型,对生活方向、主观规范、知觉行为控制和夜市消费态度与夜市消费意向的关系进行了实证研究。分析发现:主观规范和夜市消费态度对夜市消费意向有显著正向影响,知觉行为控制的影响不显著;生活方式中时尚意识、领导意识和怀旧意识对夜市消费态度有显著正向影响,价格意识的影响不显著;生活方式中仅时尚意识能通过夜市消费态度对夜市消费行为产生中介作用。

By introducing life style into the planned behavior theory and constructing the theoretical model of extended planned behavior of urban residents′consumption intention in night market,this paper makes an empirical study on the relationship between life direction,subjective norms,perceived behavior control and night market consumption attitude and night market consumption intention.It is found that subjective norms and night market consumption attitude have a significant positive impact on night market consumption intention,while perceptual behavior control has no significant impact.The fashion consciousness,leadership consciousness and nostalgia consciousness of lifestyle have significant positive influence on the night market consumption attitude,while price consciousness has no significant influence.Only the fashion consciousness of lifestyle can exert a mediating effect on night market consumption behavior via night market consumption attitude.