计划行为理论和对蜂产品的态度的先例 使用结构方程模型
1Department of Tourism Management, Gachon University, Sungnam-si 13120, Republic of Korea.
Foods (Basel, Switzerland)
|September 28, 2024
概括
消费者对蜂产品的看法受到价格公平性,健康性,环保性和易用性的影响. 这些因素,以及态度和行为控制,塑造了使用这些天然健康产品的意图.
科学领域:
- 消费者行为 消费者行为
- 卫生科学 卫生科学 卫生科学
- 自然产品 自然产品
背景情况:
- 蜂产品因其所感知的健康益处而越来越受欢迎.
- 了解消费者看法对于市场成功至关重要.
- 计划行为理论 (TPB) 为分析行为意图提供了一个框架.
研究的目的:
- 调查消费者对蜂产品的看法.
- 检查人们对蜂产品的态度的先例.
- 评估影响使用蜂产品的意图的因素.
主要方法:
- 对305名参与者进行了一项调查,这些参与者以前曾经使用蜜蜂蜂产品.
- 数据通过Clickworker平台收集.
- 用最大概率估计的结构方程建模 (SEM) 来进行分析.
主要成果:
- 价格公平性,健康性,环保性和易用性显著和积极地影响了人们对蜂产品的态度.
- 态度,主观规范和感知到的行为控制对使用这些产品的意图产生了积极的影响.
- TPB有效地解释了消费者意图的差异.
结论:
- 消费者对蜂的态度是由产品的价格,健康,环境影响和可用性等属性决定的.
- 行为意图是态度,社会影响和感知控制的功能.
- 这些发现证实了计划行为理论在理解消费者对蜂等天然健康产品的选择方面的适用性.
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