绿色农产品感知质量对消费者购买意愿的影响研究

The influence of perceived quality of the green agricultural product on consumer’s purchase intention

随着我国消费者对食品安全的重视,绿色农产品越来越多受到青睐。本文通过探索性因子分析,揭示绿色农产品的感知质量表现为在三个维度上的聚集,分别为可靠性感知质量、服务氛围感知质量和有形性感知质量。实证结果表明:绿色农产品感知质量中的可靠性感知和服务氛围感知显著影响消费者购买意愿,顾客情感在绿色农产品感知质量对消费者购买意愿的影响关系中起到一定的中介作用;绿色农产品感知质量中的有形性感知对顾客情感的影响在统计学意义上不显著。因此,农产品企业应该提供可靠的、安全的、环境友好的绿色农产品,并重视顾客在消费过程中的体验,增强消费者对绿色农产品的认同,从而获得所期待的市场表现。

With the attention of Chinese consumers to food safety, the green agricultural product is becoming more and more popular.Perceived quality of the green agricultural product was attributed into three influential factors via the exploratory factor analysis: they are reliability, service atmosphere and tangibility. The empirical results show that reliability and service atmosphere positively influent on consumer’s purchase intension, and consumer’s emotion partially mediates the relation between perceived quality of the green agricultural product and consumer’s purchase intention. The influence of tangibility(taste, fresh, reasonable price and picking etc) on consumer’s emotion is negatively in statistics. Thus agricultural companies should supply reliable, safe and environmental-friendly green agricultural products, and keep their eyes on consumer’s experience in the process of consumption, and to enhance consumer’s identity with the green agricultural product in order to gain consumer’s favorable behavior.