有没有办法提高消费者的购买意图,以增加剩余食品的盲盒? 一个探索性研究研究
Jie Sun1, Yanan Wang2, Chun Yang3
1College of Arts and Design, Zhejiang A&F University, Hangzhou, 311300, China.
BMC psychology
|February 27, 2024
概括
剩余食品的盲盒提供了可持续发展的机会. 消费者购买意向的主要驱动因素包括食品质量和可持续性,而风险和营销策略是重要的威因素.
科学领域:
- 商业战略 商业战略
- 消费者行为 消费者行为
- 可持续发展 可持续发展 可持续发展
背景情况:
- 剩余食品的盲盒是一个新兴的商业模式.
- 该模型为减少废物和可持续发展提供了机会.
- 关于剩余食品盲盒的设计和营销策略的研究有限.
研究的目的:
- 调查影响消费者购买剩余食品盲盒购买意向的因素.
- 检查购买意图,持续意图和推意图之间的关系.
- 为营销剩余食品盲盒提供可操作的见解.
主要方法:
- 在研究1中使用了因子分析来确定主要的购买影响.
- 在研究2中使用结构方程建模来分析意图关系.
- 为了探索消费者行为和营销策略,进行了两项研究.
主要成果:
- 影响购买意向的积极因素包括食品质量,感知到的可持续性和明显的消费.
- 负面因素包括感知到的食品风险,对销售策略的抵抗,口味焦虑和营销不佳.
- 购买意图直接影响持续和推意图;推意图间接影响持续意图.
结论:
- 消费者对剩余食品盲盒的购买意图受到质量,可持续性和风险的混合影响.
- 营销策略和解决消费者焦虑对成功至关重要.
- 了解购买,连续和推意图的相互作用是商家的关键.
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