现有文献中消费者态度对中国有机食品购买意愿的塑造作用
关键词:
现有文献; 消费者态度; 购买意愿摘要
在全球范围内，随着健康关切的上升，食品消费呈现出不断演变的趋势，消费者对有机产品的认知、态度与购买意愿，已明显区别于对常规农业方式所生产食品的态度。本研究旨在考察现有文献中的相关构念——即电子口碑（e-WOM）、价格感知、感知价值、品牌形象与消费者创新性——如何通过消费者态度，塑造新兴的中国市场中消费者对有机食品的购买意愿。为此，本研究以文献综述为基础，梳理了不同情境下与有机食品消费者态度及购买意愿相关的影响因素与理论。研究结果显示，电子口碑、价格感知、感知价值、品牌形象与消费者创新性，均对消费者的有机食品购买意愿具有显著作用；同时，上述五个变量对购买意愿的作用受到消费者态度的中介。因此，本研究在现有文献、消费者态度与有机食品购买意愿这一研究领域作出了贡献，为中国情境下塑造消费者态度与购买意愿的各变量提供了新的认识。最后，本研究还面向有机食品市场从业者、政策制定者与研究者提出了相应启示。Abstract
Globally, food consumption has witnessed an evolving trend due to increase in health concerns, with consumers developing different perceptions, attitudes and intention towards purchase of organic product, rather than food produced using conventional agricultural practices. This research is designed to investigate the role of extant corpus conceptualized in terms of e-WOM, price perception, perceived value, brand image and consumer innovativeness on consumer attitudes in shaping purchase intention of consumers towards organic food in emerging Chinese market. Therefore, this research is anchored based on literature review, on determinants and theories relevant to consumer attitudes and purchase intention of organic food in different contexts. According to findings, it was revealed that both e-WOM, price perception, perceived value, brand image and consumer innovativeness play a significant role in determining the purchase intention of consumers towards organic food. Similarly, it was revealed from the findings that the role of e-WOM, price perception, perceived value, brand image and consumer innovativeness on purchase intention of consumers towards organic food, was mediated by consumer attitude. Thus, this research contributed to literature in the realm of extant corpus, consumer attitudes and purchase intention towards organic food, by providing new insights on variables that shaped attitudes and purchase intention of consumers towards organic food in Chinese context. Lastly, research implications were provided for practitioners in organic food market, policy makers, and researchers.References
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