本文關(guān)鍵詞： 健康信念模型 綠色農(nóng)產(chǎn)品 消費(fèi)行為 中介效應(yīng) 結(jié)構(gòu)方程模型　出處：《福建論壇(人文社會(huì)科學(xué)版)》2017年02期 　論文類型：期刊論文

【摘要】：利用實(shí)地調(diào)查數(shù)據(jù),運(yùn)用中介效應(yīng)檢驗(yàn)和結(jié)構(gòu)方程模型探究健康信念對(duì)城市居民綠色農(nóng)產(chǎn)品消費(fèi)行為的影響。實(shí)證結(jié)果表明:首先,城市居民綠色農(nóng)產(chǎn)品消費(fèi)行為受其健康信念影響。即認(rèn)為食品安全問(wèn)題易給自己及家人帶來(lái)嚴(yán)重的健康問(wèn)題的消費(fèi)者更容易消費(fèi)綠色農(nóng)產(chǎn)品,認(rèn)為帶來(lái)健康問(wèn)題越嚴(yán)重越會(huì)消費(fèi)綠色農(nóng)產(chǎn)品,越認(rèn)可食用綠色農(nóng)產(chǎn)品能給自己及家人健康帶來(lái)好處者,越會(huì)消費(fèi)綠色農(nóng)產(chǎn)品;其次,城市居民消費(fèi)綠色農(nóng)產(chǎn)品時(shí)的感知障礙越強(qiáng)烈其實(shí)際消費(fèi)可能性越小。另外,個(gè)體的自我效能感、主觀規(guī)范對(duì)其綠色農(nóng)產(chǎn)品消費(fèi)行為產(chǎn)生顯著正向影響。最后在此基礎(chǔ)上,提出相應(yīng)政策及企業(yè)營(yíng)銷管理啟示。
[Abstract]:Using field survey data, using intermediary effect test and structural equation model to explore the effect of health belief on the consumption behavior of green agricultural products of urban residents. The empirical results show that: first of all, Urban residents' consumption behavior of green agricultural products is influenced by their health beliefs. That is, consumers who think that food safety problems can bring serious health problems to themselves and their families are more likely to consume green agricultural products. The more serious the health problems, the more they will consume green agricultural products. The more they accept that eating green agricultural products can bring health benefits to themselves and their families, the more they will consume green agricultural products. Secondly, In addition, individual self-efficacy and subjective norms have a significant positive impact on the consumption behavior of green agricultural products. Put forward the corresponding policy and enterprise marketing management enlightenment.
【作者單位】： 福建農(nóng)林大學(xué)經(jīng)濟(jì)學(xué)院;
【分類號(hào)】：F304.3

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