质量安全背景下可追溯亚热带水果消费行为范式:购买经历的调节作用

摘要/Abstract

摘要：

可追溯亚热带水果的购买行为对其质量安全可追溯体系有效实施有着重要影响,探讨可追溯亚热带水果消费行为范式,对于指导水果企业制定合理的策略吸引消费者购买、促进水果产业持续健康发展、保障水果质量安全具有重要意义。因此,本文构建了可追溯亚热带水果消费者购买行为模型,分析了信息质量、产品展示、可追溯性、安全性、信任和偏好六个前因变量对可追溯亚热带水果消费者购买动机和行为的影响,并讨论了购买经历的调节作用。从广东、广西和海南三省采集了321个有效样本,采用结构方程技术对理论模型进行了实证检验和分析。实证研究结果表明,可追溯性、安全性、信息质量、产品展示、信任和偏好对消费者购买动机有不同程度的积极影响,购买经历对购买动机与其影响因素之间的因果关系具有重要的调节效应。

关键词: 可追溯亚热带水果, 购买行为, 购买经历, 结构方程模型, 调节作用

Abstract:

The purchase behavior to traceable sub-tropic fruits is a key factor affecting the effective implementations of the traceability system of their quality and safety. Examining the paradigm of consuming behavior to traceable sub-tropic fruits is vitally important to assist fruit companies to make reasonable strategies attracting consumers to buy the fruits, promote sustained and healthy development of fruit industry and protect the safety of fruit quality. Therefore, this study builds a model of consumer purchase behavior of traceable sub-tropic fruits and examines the effects of six antecedent variables including information quality, product display, traceability, security, trust and preference on purchase intention and purchase behavior. We collect 321 valid respondents from Guangdong, Guangxi and Hainan and use structure equation modeling for empirical test and analysis. The results show that information quality, product display, traceability, security, trust and preference have differently positive influences on purchase intention and purchase experience has important moderating effects on the causal relationships between purchase intention and its antecedents.

Key words: traceable sub-tropic fruits, purchase behavior, purchase experience, structure equation modeling, moderating effect

张蓓, 林家宝. 质量安全背景下可追溯亚热带水果消费行为范式:购买经历的调节作用[J]. , 2015, 27(8): 176-189.

Zhang Bei, Lin Jiabao. The Paradigm of Consuming Behavior to Traceable Sub-tropic Fruits under the Background of Quality Safety: The Moderating Effects of Purchase Experience[J]. , 2015, 27(8): 176-189.

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