基于消费价值理论的酸奶购买意愿研究及营销启示

Research on Yogurt Purchase Intention Based on Consumer Value Theory and Marketing Inspiration

近几年,酸奶在我国乳品市场中一直保持着较快的增速,且随着人们健康意识与消费需求升级的双重拉动,不断朝着细分化方向发展,呈现出较强的创新能力和发展潜力,乳品企业间竞争日益激烈。基于以上背景,本文从消费价值角度探究酸奶消费者的购买意愿,通过调研收集了386份问卷,以消费价值理论为依据,构建结构方程模型。结果表明,功能价值、情感价值、认知价值与条件价值均对消费者酸奶购买意愿有着显著的正向影响效果,而社会价值对其影响不显著。结论为我国乳品企业应加大技术研发力度,不断创新酸奶产品,挖掘延伸消费场景,提升消费者体验,增加对产品的消费认知。

In recent years,the yogurt has been maintaining a fast growth rate in China’s dairy market.With the dual pull of people’s health consciousness and the upgrading of consumption demand,the yoghurt market continues to develop towards segmentation,showing a strong ability of innovation and development potential.Yogurt manufacturers are becoming increasingly competitive. Based on the above background,this paper explored the purchase intention of yogurt consumers from the perspective of consumption value,386 questionnaires were collected through research,and a structural equation model was constructed based on consumption value theory. The results showed that functional value,emotional value,cognitive value and conditional value all have a significant positive effect on consumers’ intention to purchase yoghurt,while social value has no significant effect on yogurt purchase intention. Combined with the results of this paper’s empirical study,it was proposed that Chinese yogurt companies should increase their technological research and development,continuously innovate product categories,explore extended consumption scenarios,improve consumption experience and increase consumers awareness of the product.