| 感知价值与预期后悔影响绿色食品购买意向的实证研究 |
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| 引用本文： | 薛永基,白雪珊,胡煜晗.感知价值与预期后悔影响绿色食品购买意向的实证研究[J].软科学,2016(11):131-135. |
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| 作者姓名： | 薛永基 白雪珊 胡煜晗 |
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| 作者单位： | 北京林业大学 经济管理学院,北京,100083 |
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| 基金项目： | 国家社会科学基金，中央高校基本科研业务费专项资金项目 |
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| 摘 要： | 在计划行为理论研究基础上,加入感知价值、预期后悔两个变量对理论模型进行扩展,并运用结构方程模型方法对消费者绿色食品购买意向进行实证研究。研究结果表明:消费者感知绿色食品的价值对其购买态度和主观规范有正向影响;消费者对放弃购买绿色食品的消极心理预期与其购买态度和主观规范正相关;TPB模型能够有效解释消费者绿色食品购买意向。此外,行为态度和主观规范在感知价值与行为意向、预期后悔与行为意向间起部分中介作用。依据研究结论提出影响绿色食品消费意向的"三因素模型"。
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| 关 键 词： | 绿色食品 计划行为理论 感知价值 预期后悔 |
An Empirical Study on Perceived Value and Anticipated Regret Affecting Intention to Purchase Green Food |
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| Abstract: | Based on the research of the theory of Planned Behavior, this paper extendes the theoretical model by adding per-ceived value and anticipated regret and makes an empirical study on consumers’ intention to buy green food by using struc-tural equation model. Result shows that consumers’ perceived value of green food has a positive effect on their behavioral at-titude and subjective norm. The anticipated regret of giving up buying green food also has positive influence on consumers’ attitude and subjective norm;TPB model can explain consumers’ intention to buy green food effectively. In addition, atti-tude toward behavior and subjective norm both exert mediating effect between perceived value and purchasing intention, as well as anticipated regret and purchasing intention. Moreover, it puts forward the Three-Factor Model of green food con-sumptionin the end. |
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| Keywords: | green food theory of planed behavior perceived value anticipated regret |
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