共查询到18条相似文献,搜索用时 234 毫秒
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消费者葡萄酒购买行为影响因素研究——基于山东省6个地区的调查 总被引:1,自引:0,他引:1
基于山东省6个地区497份样本数据,从消费者人口统计特征、消费者认知、消费者感知及饮酒习惯4个维度8个变量研究消费者葡萄酒购买行为的影响因素。在对样本变量进行描述性分析的基础上,运用二元Logistic回归模型进行实证分析。结果表明,消费者年龄与葡萄酒购买行为呈显著负相关关系(P<0.05),消费者月收入、产品价值感知、企业组织行为感知及饮酒习惯与购买行为呈显著正相关关系(P<0.05),消费者性别、文化程度及葡萄酒文化认知对购买行为影响不显著(P>0.05)。 相似文献
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文章应用了心理学的“刺激-机体-反应”范式,选取案例企业采用虚拟形象在社交媒体中发布的广告内容作为刺激变量,进行问卷调查,并建立结构方程模型分析影响路径,探究了服装产品中虚拟形象的消费者感知价值对品牌态度和购买意愿的影响。研究结果表明,消费者对发布内容的感知形象价值、感知娱乐价值和感知社交价值可以显著影响品牌态度(包括品牌情感和品牌认知),并促进购买意愿。感知信息价值可以显著影响品牌认知,但对品牌情感的影响并不显著。研究结论可以为品牌服装企业借助虚拟形象进行社交媒体营销提供建议。 相似文献
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为了研究仿冒服装购买意愿的影响因素,基于“认知-态度-行为意愿”理论逻辑,首先探究产品认知、消费者态度与仿冒服装购买意愿间的影响关系,然后加入金钱崇拜与道德判断两个因素,探究二者在此逻辑关系中所起到的影响作用。结果表明:产品认知的外观、体验、功能三个维度均能正向影响象征价值及购买意愿、负向影响社会风险;消费者态度中的象征价值正向影响购买意愿,社会风险负向影响购买意愿;并且产品认知的三个维度均能通过象征价值正向影响购买意愿,通过社会风险负向影响购买意愿;金钱崇拜正向影响购买意愿,道德判断负向影响购买意愿;而金钱崇拜在产品认知的三个维度与象征价值间并不起到正向的调节作用,道德判断在产品认知的三个维度与社会风险间也不起到正向的调节作用。最后,根据得到的研究结果,提出相应的对策建议。 相似文献
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针对部分消费者选择线下体验线上购买的消费行为,基于ABC态度理论构建理论模型,提出感官交互体验、思维交互体验、行为交互体验、情感交互体验和关联交互体验5个可能影响线上服装购买意愿的变量,以愉悦度和满意度为中介变量,线上他人评价为调节变量,并通过因子分析、相关分析和回归分析方法进行实证分析。结果表明:实体店交互式体验对线上服装购买意愿有正向影响;愉悦度和满意度在实体店交互式体验与线上服装购买意愿之间的关系中均起到中介作用;线上他人评价在愉悦度和满意度与线上服装购买意愿之间起正向调节作用。为服装企业在感官、思维、行为、情感和关联方面提供更加精细化的营销建议,从而影响消费者的购买意愿。 相似文献
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针对服装网络直播体验感较差的问题,采用深度访谈和扎根理论的研究方法,对服装网络直播体验的内涵、维度指标及其对顾客的服装购买意愿的影响机制进行深入剖析和探索。研究发现:服装网络直播体验包含服装产品体验、直播场景体验、直播效果体验、直播互动体验、情感体验、直播内容体验和直播优惠体验7个要素;其影响机制存在促进和抑制2种主体路径,促进机制主体路径为“网络直播体验—体验价值—顾客信任—顾客购买意愿”,抑制机制主体路径为“网络直播体验—体验价值—感知风险—顾客购买意愿”,这2条主体路径与刺激–机体–反应模型相吻合,并且在刺激和机体之间受到主播特征和顾客涉入度的调节作用。 相似文献
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This study explores the factors that influence consumer purchase intention and behavior for organic vegetables in Brazil. A conceptual model based on the theory of planned behavior (TPB) was developed. In addition to all standard relationships in the TPB, the candidate variables of perceived health benefits, perceived sustainability benefits, and perceived price were added to the TPB-based model. Attitude was expected to mediate the relation between perceived health benefits and intention and the relation between perceived sustainability benefits and intention. Perceived price was expected to moderate the relation between intention and behavior. An online survey was conducted, resulting in a sample size of 504 participants. Data were analyzed by partial-least squares structural equation modeling. The results indicate that intention and perceived behavioral control influence the purchase behavior for organic vegetables, with intention presenting the strongest impact on behavior. Attitude has the strongest impact on consumer intention to purchase organic vegetables, followed by perceived behavioral control and subjective norms. The results also indicate that attitude mediates the relations between perceived health benefits and intention and perceived sustainability benefits and intention. Perceived price moderates the relationship between intention and behavior. Based on the results, managerial implications are presented. 相似文献
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Wine consumption can help improve one’s social image. Given this social aspect of wine, we predict that because individuals who are high in narcissism strive for social admiration, wine represents a product of choice for them. In Study 1 (N = 654), we show that for narcissistic people, wine is associated with greater social attractiveness, which in turn leads to higher consumption of wine. We also draw a typology of narcissistic wine consumers. In Study 2 (N = 192), we replicate the mediation results of Study 1 and take a step further by examining the influence of anticipated emotional value. More specifically, we show that the sequence above whereby narcissistic people consume higher amounts of wine due to its social attractiveness not only holds, but is stronger when the emotional value that such people anticipate from wine consumption is low. In other words, narcissists engage more in wine consumption for social reasons when they do not (versus do) anticipate wine consumption as a pleasurable experience. We provide a discussion of the practical implications of our results for wine producers and policymakers. 相似文献
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吴佳丽 《食品安全质量检测学报》2021,12(8):3410-3417
摘要:目的 探讨消费者对转基因食品的风险感知及购买行为影响因素;方法 以成都消费者为研究对象, 通过构建风险认知感知模型, 研究不同不同人口统计特征、认知程度和参与程度对转基因食品安全的风险感知因素,并探寻转基因风险感知因素对购买意愿的影响。结果 不同人口统计特征对风险感知因子的影响不同。认知程度与功能风险的影响呈现为显著的负相关关系;信息渠道获取数量越多,越不认为转基因食品具有健康风险和功能风险。关注程度和担心程度越高,对风险感知因子的影响越显著。风险感知因子对购买意愿都有呈现的显著负相关,即风险感知因子越强,越不愿意购买转基因食品。 相似文献
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为深入探究多媒体形态下消费者购买服装的影响因素,基于分众传播理论,研究了微信平台上服装品牌形象对消费者购买意愿的影响。首先提炼出微信平台服装品牌形象构成维度,包括产品形象、宣传形象、企业形象和网络平台形象;其次,通过问卷法调查消费者对各维度的感知情况及其对购买意愿与分享意愿的影响。数据分析结果表明,消费者对服装品牌形象各维度感知差异正向影响其购买意愿与分享传播意愿,其中:网络平台形象和企业形象对购买意愿影响最为显著;网络平台形象和产品形象对分享传播意愿影响最为显著。在此基础上,从重视差异化需求、巧用视觉设计、建立受众反馈机制等方面提出微信平台上服装品牌形象塑造和传播建议。 相似文献
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Christopher Taylor 《Journal of Wine Research》2016,27(3):202-225
A person’s self-image can be a strong motivator for influencing marketplace decisions, particularly if the consequences of a purchase decision have financial or social risk. A model is suggested that defines how self-esteem, considered as a mediator between self-efficacy and sources of information, influences the selection of an information source during wine buying situations. Search engine marketing was used to recruit individuals. An AdWords campaign was created using text ads under specific keywords. Results indicate that self-esteem has a significant impact on the value placed on different information sources, mainly given the extent of perceived social risk and the impact on self-image. The study provides wine marketing professionals with new insights to develop better communication strategies. In addition to product characteristics, customers’ purchasing decisions may be driven by less obvious factors such as their perceptions of how others will view them and the information selected during a wine purchase situation. 相似文献
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为研究在线葡萄酒消费行为,对葡萄酒消费者行为(包括消费者葡萄酒饮用史、饮用场景、消费者相关生活方式)进行调查,并对调查数据进行分析,共取得3 369个样本数据。结合结构方程模型建模,首先对调查样本的年龄、地域分布、瓶单价、饮用瓶数、饮用频率、饮用时间、葡萄酒相关知识水平等进行了描述性分析;其次在对数据内在一致性检验的基础上结合结构方程模型进行建模,在主成分分析的基础上,得到葡萄酒公务消费型、葡萄酒发烧友型、葡萄酒享受型、葡萄酒时髦消费型和葡萄酒年轻新饮型共5种类型细分市场。 相似文献