新型蛋糕消费者购买意愿及影响因素研究

A Study on the Purchase Intention and Influencing Factors of New Cake Consumers

近年来,高热量、高糖分食品严重威胁消费者的健康,新型无糖低热量蛋糕越来越受到人们的欢迎。本文以新型无糖低热量蛋糕为研究对象,以贵阳高校学生职工为例,通过发放307份有效问卷,从消费者认知、购买意愿、购买需求和购买选择等方面调查新型无糖低热量蛋糕购买意愿的影响因素,了解新型无糖低热量蛋糕的市场缺陷,为推动无糖蛋糕市场的发展提供参考。

In recent years,high calorie and high sugar foods have posed a serious threat to consumer health,and new types of sugar free and low calorie cakes are becoming increasingly popular.This article takes the new type of sugar free and low calorie cake as the research object,selecting students and employees from Guiyang University as an example.By distributing 307 valid questionnaires,we investigate the factors that affect the purchase intention of the new sugar free and low calorie cake from the perspectives of consumer cognition,purchase intention,purchase demand,and purchase choice.We understand the market defects of the new type of sugar free and low calorie cake and provide reference for promoting the development of the sugar free cake market.