基于TPB理论的预制菜购买意愿影响因素研究

Study on the Factors Influencing the Purchase Intention of Prefabricated Dishes Based on TPB Theory

增强公众的预制菜购买意愿对解决食材浪费问题、促进农业产业链升级具有重要意义。文章基于计划行为理论探究预制菜购买意愿,通过问卷调查并运用SPSS 22.0进行实证分析。研究表明:产品认知、环保意识、产品质量均显著正向影响消费者对预制菜的态度;感知风险对消费者对预制菜的态度无显著影响;主观规范、知觉行为控制、品牌形象和态度对预制菜购买意愿具有显著正向影响;态度在环保意识、产品质量和购买意愿之间起中介作用,在产品认知、感知风险和购买意愿之间无中介作用。据此,提出建立健全质量管理体系、加大预制菜产品宣传推广、塑造良好的品牌形象以及建立便捷的购物渠道等建议。

Enhancing the public's willingness to purchase prefabricated dishes is of great significance in solving the problem of food waste and promoting the upgrading of the agricultural industry chain. The article explores the purchase intention of prefabricated dishes based on the theory of planned behavior, and conducts empirical analysis through a questionnaire survey and SPSS 22.0. The research has shown that product cognition, environmental awareness, and product quality all have a significant positive impact on consumer attitudes towards prefabricated dishes;Perceived risk has no significant impact on consumer attitudes towards prefabricated dishes;Subjective norms, perceived behavioral control, brand image, and attitude have a significant positive impact on the willingness to purchase prefabricated dishes;Attitude plays a mediating role between environmental awareness, product quality, and purchase intention, but there is no mediating role between product cognition,perceived risk, and purchase intention. Based on this, suggestions are proposed to establish a sound quality management system, to increase publicity and promotion of prefabricated dishes, to shape a good brand image, and to establish convenient shopping channels.