可追溯茶叶产品的认知、信任与购买意愿研究

摘要/Abstract

摘要： 基于646份消费者调查数据,通过结构方程模型,分析消费者对可追溯茶叶产品的认知情况、信任程度与其购买意愿间的关系。研究发现,对可追溯茶叶产品认知程度的增加会提升消费者对可追溯茶叶产品的信任程度,对可追溯茶叶产品信任程度的增加会显著提升消费者购买可追溯茶叶产品的意愿;认知程度对提升消费者对可追溯茶叶产品的购买意愿有正向影响,但不显著;信任在认知对购买意愿的影响中发挥中介作用。基于以上结论,政府和茶企应注重对可追溯茶叶产品的宣传和引导,提升消费者对可追溯茶叶产品的认知与信任程度,从而增强消费者对可追溯茶叶产品的购买意愿。

关键词: 可追溯茶叶产品, 消费者认知, 信任, 购买意愿

Abstract: Based on the survey data of 646 consumers, this paper analyzed the impact of consumers' cognition, trust and purchase intention on the traceable tea products by using structural equation model. The results show that consumers' cognition of the traceable tea products had a significantly positive impact on trust and trust had a significantly positive impact on their purchase intention. However, their cognition had a positive effect on purchase intention, but it was not significant. At the same time, trust played a mediating role in the relationship between cognition and purchase intention. Based on the empirical results, the government and tea enterprises should pay more attention to the promotion and guidance of the traceable tea products, enhance consumers' cognition and trust of the traceable tea products, so as to enhance consumers' purchase intention of the traceable tea products.

Key words: traceable tea product, consumer cognition, trust, purchase intention

中图分类号:

何文丽, 潘杉, 管曦. 可追溯茶叶产品的认知、信任与购买意愿研究[J]. 茶叶科学, 2022, 42(1): 140-150.

HE Wenli, PAN Shan, GUAN Xi. Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products[J]. Journal of Tea Science, 2022, 42(1): 140-150.

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