特色小众水果消费者意愿及影响因素研究——基于特色水果黄皮的调查

A Study on Consumer Willingness and Influencing Factors of Unique and Niche Fruit——Survey Based on Characteristic Fruit Yellow Peel

以特色水果黄皮为研究对象,构建价值感知、偏好对消费意愿的影响模型,结果显示,价值感知(包括功能价值、文化价值、创新价值)正向影响消费者偏好和消费意愿;消费者偏好正向影响消费意愿,且在价值感知(功能价值、文化价值、创新价值)和消费意愿间起着部分中介作用。基于研究结论、结合实际,提出了促进特色水果黄皮发展的对策建议。

Taking the characteristic fruit yellow peel industry as the research object,a model was constructed to examine the impact of value perception and preference on consumer willingness.The results showed that value perception(including functional value,cultural value,and innovative value)positively affects consumer preference and willingness to consume;Consumer preferences have a positive impact on consumption intention,and play a partial mediating role between value perception(functional value,cultural value,innovative value)and consumption intention.Based on research conclusions and practical considerations,countermeasures and suggestions have been proposed to promote the development of characteristic fruit yellow peel.