基于消费者行为的购买意愿及影响因素研究——以牡丹籽油为例

Study on Purchase Intention and Influencing Factors Based on Consumer Behavior Theories:A Case Study of Peony Seed Oil

文章在消费者行为理论的基础上,结合牡丹籽油的消费特点,从消费者自身内在因素(消费者个体特征、认知及信任度、动机导向)和外在环境因素(产品及市场)两个方面构建消费者购买意愿二元Logit模型,对消费者购买牡丹籽油的影响因素进行实证分析。结果显示:消费者收入水平、对牡丹籽油的价值认知、对营养功效的信任度、尝试新产品的意愿、对象身份地位的重视、对身体健康的重视及宣传等影响因素正向影响牡丹籽油购买意愿;而消费者性别和牡丹籽油价格则负向影响牡丹籽油购买意愿。

Based on the consumer behavior theory and the consumption characteristics of peony seed oil,the article establishes a binary Logit model of consumer purchase intention from two aspects:the consumer's internal factors(consumer individual characteristics,cognition and trust,motivation orientation)and external environmental factors(products and markets).The model is used to empirically analyze the influencing factors of consumers purchasing peony seed oil.The results show that consumers'income,the value cognition of peony seed oil,the trust in nutrition function,the willingness to try new products,the status symbol,the concern about their own health,and the promotion of these influencing factors have significant positive impacts on the purchase of peony seed oil.However,gender and price have significant negative impacts.