基于多元线性回归模型的有机农产品消费意愿研究

Research on the Consumption Intention of Organic Agricultural Products Based on Multiple Linear Regression Model

消费者是企业经营活动的引导者,消费者的消费意愿是消费行为的基础,消费者的消费意愿对消费者行为具有预测作用。本研究收集了370份来自中国的样本,用以分析影响消费者有机农产品消费意愿的因素。建立基于计划行为扩展理论的多元线性回归模型,利用SPSS统计分析软件对回归方程进行估计和检验。结果表明,态度、安全意识、感知行为控制和主观规范对消费者购买有机农产品和支付溢价的意愿有显著的正向影响,而价格意识的影响不显著。

Consumers are the guides of business activities.Consumers’willingness to consume is the basis of consumption behavior.Consumers’willingness to consume plays a predictive role in consumer behavior.In this study,370 samples were collected in China to analyze the factors influencing consumers’willingness to consume organic agricultural products.A multivariate linear regression model based on the extended theory of planned behavior was established,and the regression equations were estimated and tested by SPSS statistical analysis software.The results showed that attitudes,safety awareness,perceived behavioral control and subjective norms had significant positive effects on consumers’willingness to buy organic agricultural products and pay premium,while price awareness had no significant effect.