消费者信任与绿色蔬菜购买意愿关系研究——基于风险感知的中介作用

Study on the Relationship between Consumer Trust and Purchase Intention of Green Vegetables Based on the Mediating Role of Risk Perception

消费者是绿色蔬菜供应链中最后一环,探究其购买意愿的影响因素,对于绿色蔬菜市场供需均衡的实现至关重要。本文基于信任视角,将消费者信任划分为能力、正直、友善3个维度,并利用结构方程模型分析消费者信任、风险感知与购买意愿间的相互关系,构建动态环境下绿色蔬菜消费的信任机制模型,探析信任对消费者绿色蔬菜购买意愿的影响机理。研究结果表明:消费者信任中的能力信任、友善信任显著正向影响绿色蔬菜购买意愿,正直信任通过风险感知间接影响绿色蔬菜购买意愿,风险感知对消费者信任和绿色蔬菜购买意愿间关系具有显著的中介作用;同时,通过对人口学特征研究发现,年轻群体和高收入群体绿色蔬菜购买意愿更加强烈。基于研究结果,提出了加强绿色蔬菜品质保证、加强绿色蔬菜的宣传及普及工作、加强绿色蔬菜市场营销的针对性、提升绿色蔬菜相关经营主体自身声誉和消费者感知品质等对策建议,以进一步推动绿色蔬菜产业的发展、维持蔬菜供求市场平衡、提升涉农企业及农户的收入水平。

Consumers are the last link in the supply chain of green vegetables,so it is crucial to explore the influencing factors of consumers'purchase intention to achieve market equilibrium of supply and demand of green vegetables.Based on the perspective of trust,the consumer trust was divided into three dimensions which was ability,integrity and friendliness,and the structural equation mode was used to analyze the interrelationship among consumer trust,risk perception and purchase intention.At the same time,the trust mechanism mode for green vegetable consumption in a dynamic environment was constructed to explore the impact mechanism of trust on consumers'purchase intention of green vegetables.The results of the study showed that the ability trust and friendly trust in consumer trust significantly and positively affected consumers'purchase intention of green vegetables,and the integrity trust indirectly affected consumers'purchase intention of green vegetables through the risk perception,and the risk perception had a significant mediating effect on the relationship between consumer trust and consumers'purchase intention of green vegetables.Meanwhile,through the study of demographic characteristics,it was found that the young group and high-income group had stronger purchase intention of green vegetables.Based on the study results,countermeasures and suggestions have been proposed,including strengthening the quality assurance of green vegetables,enhancing the promotion and popularization of green vegetables,enhancing the targeted marketing of green vegetables,and enhancing the reputation of green vegetable related business entities and consumer perception of quality,to promote the development of the green vegetable industry,maintain the balance of vegetable supply and demand in the market and improve the income level of agricultural enterprises and farmers.