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牛肉食品质量,信任和重新访问意图之间的结构关系:基于启发式效应的价格公平性的调节作用
1Department of Tourism Management, Gachon University, Sungnam-si 13120, Republic of Korea.
Nutrients
|July 12, 2025
概括
消费者对牛肉的信任是建立在质量属性上,如新鲜度和公平的定价,影响重复购买. 价格公平在这种关系中起着关键的调节作用,指导消费者决策.
科学领域:
- 消费者行为研究研究
- 食品质量研究 食品质量研究
- 营销科学是营销的科学.
背景情况:
- 牛肉是重要的饮食成分,具有复杂的,多维的食品质量属性.
- 了解消费者信任和回顾意图对于牛肉产品的成功至关重要.
- 价格公平,新鲜度,份量大小和包装是影响牛肉消费的关键质量属性.
研究的目的:
- 检查食品质量属性,消费者信任之间的关系,并重新审视牛肉产品的意图.
- 调查价格公平性对消费者信任和重新访问意向之间的联系的调节作用.
- 为企业提供洞察力,以提高消费者的认知,并在牛肉市场上培养品牌忠诚度.
主要方法:
- 一项在线调查对415名经常食用牛肉的美国消费者进行了调查.
- 用最大概率估计的结构方程建模来测试假设.
- 应用了海斯的过程模型15来分析价格公平性的调节效应.
主要成果:
- 所有四个质量属性 (价格公平,新鲜度,份量大小,包装) 都对消费者信心产生了积极的影响.
- 新鲜度,份量大小,包装和信任与重新访问和回购意图有积极联系.
- 价格公平性显著缓和了信任和重新访问意图之间的关系,支持启发式决策的视角.
结论:
- 消费者对牛肉的信任和重复购买行为是由感知质量属性决定的.
- 价格公平起着启发性的作用,影响消费者决策和品牌忠诚度.
- 企业可以利用这些发现来改善消费者的认知,并建立持久的关系.
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