摘要
基于烟台市202个数据样本,借助刺激-机体-反应(S-O-R)模型和结构方程模型(SEM),设计功能价值、认知价值、社会价值、情感体验、感知利得、感知付出和购买行为7个潜变量和20个观测变量,基于顾客感知价值角度研究消费者对葡萄酒购买行为的影响因素。结果表明,功能价值、社会价值直接或间接正向影响消费者的购买行为,感知利得、情感体验、感知付出对购买行为有直接影响,认知价值对购买行为有间接影响。为此,葡萄酒厂商应重视品质提升、增强品牌体验、加强文化建设来引导消费者积极的购买行为。
Based on 202 data samples from Yantai city,7 latent variables and 20 observed variables of functional value,cognitive value,social value,emotional experience,perceived gain,perceived pay and purchase behavior were designed by means of stimulus-organism-response(S-O-R)model and structural equation model(SEM),the influencing factors of consumers on purchase behavior of wine were studied based on the perspective of customers'perceived value.The results showed that functional value and social value could directly or indirectly positively influence consumers'purchase behavior,while perceived gain,emotional experience and perceived pay had a direct influence on purchase behavior and perceived value had an indirect impact on purchase behavior.Therefore,wine manufacturers should pay attention to quality improvement,enhance brand experience,and strengthen cultural construction to guide consumers'positive purchase behavior.
作者
王然
纪春兰
徐晓雪
徐绍荣
WANG Ran;JI Chunlan;XU Xiaoxue;XU Shaorong(Yantai Research Institute,China Agricultural University,Yantai 264670,China)
出处
《中国酿造》
CAS
北大核心
2022年第6期249-253,共5页
China Brewing
基金
中国农业大学烟台研究院URP项目(U2021119)
中国农业大学烟台研究院引导性科研项目(Z202212)
烟台市社会科学规划研究项目(YTZX2021-092)。
关键词
葡萄酒
感知价值
消费者购买行为
结构方程
wine
perceived value
consumer purchase behavior
structural equation
