摘要
【目的】解析消费者油茶籽油购买意愿的协同影响路径,揭示健康信念与感知价值的双系统传导机制,为激活茶油消费需求、优化产业供给结构提供理论支撑。【方法】基于健康信念模型与感知价值理论,构建理性认知与情感体验双系统协同影响模型。采用结构方程模型实证检验健康信念对购买意愿的直接效应及感知价值的中介作用。【结果】1)健康信念显著正向影响购买意愿(β=0.365,P<0.01),感知价值中介效应占比60.67%,消费者油茶籽油购买意愿的双系统协同影响路径成立;2)分维度检验表明:理性系统中,功能价值的中介效应最强(β=0.276,P<0.01),绿色价值路径未通过检验(β=-0.035,P>0.05);情感系统中,数字交互价值(β=0.201)与情感价值(β=0.172)的中介效应显著(P<0.01),社会价值路径不显著(β=-0.05,P>0.05);3)进一步使用Process宏程序与Bootstrap测试相结合,重复抽样5000次,结果依然具有稳健性。【结论】消费者健康信念对其茶油购买意愿具有显著正向影响,感知价值在消费者健康信念和茶油购买意愿的关系中发挥中介作用,消费者健康信念通过功能价值(理性认知)与情感价值、数字交互价值(情感体验)双路径协同影响其购买意愿。根据研究结论,建议从健康知识传播、数字化消费场景构建及情感化品牌叙事三方面优化茶油市场策略,强化消费者价值感知,推动产业供需协同升级。
【Objective】This study aims to reveal the synergistic pathways influencing consumers’purchase intention for Camellia oleifera oil by investigating the dual-system transmission mechanism of health belief and perceived value,seeks to provide theoretical support for activating market demand and optimizing the industrial supply structure in the context of evolving health consumption trends.【Method】A dual-system model integrating the health belief model and perceived value theory was developed,and the direct effect of health beliefs on purchase intention and the mediating role of perceived value were empirically tested by using the structural equation model.【Result】1)Health belief exhibited significant positive effects on purchase intention(β=0.365,P<0.01),with perceived value mediating 60.67%of this relationship;2)Functional value emerged as the strongest rational pathway(β=0.276,P<0.01),while green value showed insignificant mediation(β=-0.035).Digital interaction value(β=0.201)and emotional value(β=0.172)significantly mediated emotional system effects,contrasting with non-significant social value transmission(β=-0.05);3)The Process macro was integrated with Bootstrap resampling(5000 replications),and the results remained robust.【Conclusion】The dual-system mechanism operates through functional value(rational cognition)and emotional/digital interaction value(emotional experience),while green/social value pathways remain underdeveloped.Market strategies should prioritize health education,digital scenario development,and emotional branding to enhance value perception and promote supply-demand coordination in the Camellia oleifera oil industry.
作者
张坤
王聪培
袁宝龙
谭宇轩
ZHANG Kun;WANG Congpei;YUAN Baolong;TAN Yuxuan(Hunan Institute of Green Development,Central South University of Forestry&Technology,Changsha 410004,Hunan,China)
出处
《中南林业科技大学学报》
北大核心
2025年第11期219-226,共8页
Journal of Central South University of Forestry & Technology
基金
湖南省社会科学基金奖励项目(24JL005)
湖南省社会科学成果评审委员会课题(XSP25YBZ206)。
