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认知如何影响中国居民在分布式认知视角下对准备菜的持续购买意图?
Yuelin Fu1, Weihua Zhang1, Ranran Wang1
1College of Economics and Management, Shanghai Ocean University, Shanghai 201306, China.
Foods (Basel, Switzerland)
|August 29, 2024
概括
了解消费者认知是准备菜行业的关键. 个人和地理因素促进购买意图,而风险感知则起着调解作用.
科学领域:
- 消费者行为 消费者行为
- 食品工业研究 食品工业研究
- 认知科学 认知科学
背景情况:
- 准备餐具行业需要增强消费者购买意图,以实现可持续增长.
- 了解对购买行为的认知影响对于行业战略至关重要.
- 现有的研究缺乏对准备好的菜消费中的认知因素的全面分析.
研究的目的:
- 调查居民认知对他们持续购买准备好的菜的意图的影响.
- 分析风险感知在这种认知购买意图关系中的调解作用.
- 为行业利益相关者提供可操作的见解,以克服发展障碍.
主要方法:
- 在北京和上海城市居民的问卷数据上使用结构方程建模 (SEM).
- 应用分布式认知理论作为理论框架.
- 研究了个人,地理和文化力量对购买意向的直接和间接影响.
主要成果:
- 个人力量和地理力量对准备好的菜的持续购买意图产生了重大和积极的影响.
- 文化力量对持续的购买意图没有显著影响.
- 风险感知部分介于个人和地理权力的影响,并完全介于文化权力的影响.
结论:
- 认知因素,特别是个人和地理力量,是预制菜购买的重要驱动因素.
- 风险感知是关键的调解者,影响认知因素如何转化为购买决策.
- 战略干预应侧重于增强个人/地理权力的感知和管理风险感知.
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