在COVID-19后的Z世代中对品牌功能饮料的消费行为:探索先例和调解者
Teofana Dimitrova1, Iliana Ilieva2
1Faculty of Economic and Social Sciences, University of Plovdiv Paisii Hilendarski, 4000 Plovdiv, Bulgaria.
Behavioral sciences (Basel, Switzerland)
|August 25, 2023
概括
个人价值观预测了保护动机,推动Z世代消费功能性饮料. 媒体曝光显著影响行为,而健康益处则通过购买意图间接影响行为.
科学领域:
- 消费者心理学 消费者心理学
- 健康行为研究 研究健康行为研究
- 营销科学 营销科学
背景情况:
- 了解Z世代消费行为对于功能性饮料市场至关重要.
- 现有的模型往往忽略了媒体的影响和特定的健康益处.
- 整合价值-信念-规范和保护动机理论提供了一个全面的框架.
研究的目的:
- 调查保加利亚Z世代品牌功能饮料消费行为的预测因素和调解因素.
- 检查个人价值观,媒体角色和健康益处对消费的影响.
- 开发和测试功能性饮料消费的综合心理社会模型.
主要方法:
- 在435名Z世代参与者 (16-26岁) 进行的实证调查.
- 结构方程建模用于分析提出的假设.
- 综合模型结合了价值-信念-规范理论和保护动机理论 (PMT).
主要成果:
- 个人价值观显著预测PMT威胁和应对评估,积极影响消费行为.
- 健康益处没有直接影响消费,而是通过购买意图和媒体角色间接影响消费.
- 媒体角色被确定为消费行为的直接和间接显著预测因素.
结论:
- 个人价值观和媒体曝光是Z世代功能性饮料消费的关键驱动因素.
- 利用媒体和购买意图的有针对性的策略可以提高功能性饮料的接受度.
- 未来的研究应该探索对这一群体的细微健康益处沟通.
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