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Identifying the key purchase factors for organic food among Chinese consumers

机译:确定中国消费者有机食品的关键购买因素

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The current study primarily aims to identify the critical purchase factors that affect Chinese consumer purchase intention and purchase decision with regard to organic food consumption, in accordance with a modified theory of planned behavior and the alphabet theory. Specifically, this study builds a conceptual research framework by which to delve into the relationships between purchase factors and purchase intention, and elucidate the mediating roles of purchase factors in the relationships between purchase intention and purchase decision. Moreover, by leveraging a modified theory of planned behavior and the alphabet theory, the current study also determines the critical roles of subjective norms and reveals the information and knowledge that impact consumer attitude toward the purchase of organic food. The current study leverages the purposive sampling method and captures 310 records within Beijing, China. The results indicate that purchase attitude correlates positively with subjective norms and knowledge, while purchase intention correlates positively with purchase attitude, perceived behavior control, and food therapy culture. Furthermore, purchase intention can significantly mediate relationships between each of purchase attitude, perceived behavior control, food therapy culture, and purchase decision. Finally, we discuss the theoretical and practical significance of the framework, and propose subsequent research directions regarding organic food purchase behavior.
机译:目前的研究主要旨在根据有计划行为和字母理论的修改理论,确定影响中国消费者购买意图和购买决定的关键购买因素。具体而言,这项研究建立了一个概念研究框架,通过该研究框架,从而深入研究采购因素和购买意向之间的关系,并阐明采购因素在采购意向和购买决策之间关系中的介导角色。此外,通过利用计划的行为和字母理论的修改理论,目前的研究还确定了主观规范的关键作用,并揭示了影响消费者对购买有机食品的信息和知识。目前的研究利用了目的地采样方法,并捕获了中国北京内的310条记录。结果表明,购买态度随着主观规范和知识的相关性与,而购买意愿与购买态度,感知行为控制和食品治疗文化相关联。此外,购买意图可以大大调解每个购买态度,感知行为控制,食品治疗文化和购买决定之间的关系。最后,我们讨论了框架的理论和实践意义,并提出了关于有机食品采购行为的后续研究方向。

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