基于SOR-SEM的贵州抹茶购买意愿影响因素研究

Study on the Influencing Factors of Matcha Purchase Intention in Guizhou Based on SOR-SEM

随着全球健康意识的提高,抹茶以其所具有的健康价值而受到越来越多消费者的青睐,消费者对于市场上抹茶的选择也受到不同因素的影响。本文基于刺激–机体–反应理论构建了贵州抹茶的消费者购买意愿影响因素理论模型,从价格、功能、形象三个维度来评估消费者对于贵州抹茶产品的评价,并利用结构方程模型探究其与感知价值和购买意愿之间的相互影响关系。结果表明:消费者对于贵州抹茶的价格、功能、形象评价均正向影响感知价值,影响作用为产品形象评价 > 产品价格评价 > 产品功能评价,并分别通过感知价值作为中介作用于消费者购买意愿。最后为贵州抹茶在未来的推广与发展战略提出了相应的建议。With the increase of global health awareness, matcha tea has been favoured by more and more consumers for its health value, and consumers’ choices of matcha tea in the market are also influenced by different factors. Based on the stimulus-organism-response theory, this paper constructs a theoretical model of factors influencing consumers’ purchase intention of Guizhou matcha, evaluates consumers’ evaluation of Guizhou matcha products in terms of three dimensions, namely, price, function, and image, and explores their interactions with perceived value and purchase intention using structural equation modelling. The results show that consumers’ price, function, and image evaluations of Guizhou matcha positively affect perceived value, with product image evaluation > product price evaluation > product function evaluation, and mediate consumers’ willingness to buy through perceived value, respectively. Finally, corresponding suggestions are made for the promotion and development strategy of Guizhou matcha in the future.