促进食用燕窝产业:感知质量、变革阻力和心态的作用

G. Nguyen
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引用次数: 0

摘要

了解消费者对燕窝产品做出购买决策的机制,对于燕窝产品生产商促进该特产的销售和提升燕窝产业的巨大潜力至关重要。本研究首次对传统的计划行为理论(TPB)模型进行了扩展,将感知质量、感知价值、支付意愿、对改变的抵制和心态纳入传统的TPB模型,以增强其稳健性,更好地预测消费者对燕窝产品的购买意向。数据收集自越南的 240 名消费者。结果显示,主观规范、感知行为控制、感知质量、感知价值和支付意愿对消费者的 EBN 产品购买意向有显著影响。对改变的抵制和正念通过支付意愿间接影响了购买意向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Facilitating the Edible Bird’s Nest Industry: The Roles of Perceived Quality, Resistance to Change and Mindfulness
Understanding the mechanisms through which consumers make purchase decisions towards edible bird’s nest (EBN) products is critical for producers of EBN products to trigger sales of this specialty and boost the enormous potential of the EBN industry. This study is one of the first to expand the conventional theory of planned behaviour (TPB) model by incorporating perceived quality, perceived value, willingness to pay, resistance to change and mindfulness into the conventional TPB model to enhance its robustness and better predict the purchase intention of consumers for EBN products. The data was collected from 240 consumers in Vietnam. The results show that subjective norms, perceived behavioural control, perceived quality, perceived value and willingness to pay exert significant impacts on the purchase intention of consumers for EBN products. Resistance to change and mindfulness indirectly influence the purchase intention through willingness to pay.
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