信念对消费者安全食品购买倾向的影响-华东经济管理.PDF

2011年 02 月 Feb, 2011 ( 第25 卷第 02 期) E ast Ch ina E con om ic M anagem en t (Vol. 25, No. 02 ) !DO I∀ 103969/ jissn1007- 097201102027 信念对消费者安全食品购买倾向的影响 划行为理论框架下的分析 罗 丞 (福建江夏学院 经济贸易系, 福建 福州 3 0002) [] 文章以 划行为理论为分析框架, 利用福建农林大学经济与管理学院 2008年 7月在厦门市进行的 # 消 费者安全食品购买倾向调查∃ 获取的抽样数据, 分析了中国大陆地区消费者的信念对安全食品购买倾向的影 响分析结果表明, 安全食品对自身健康的利益信念安全食品对环境的利益信念对购买倾向产生了正向影响, 安全食品对生产的风险信念对购买倾向产生了负向影响同时, 后两种信念对购买倾向的影响是完全通过态度 发生作用的 [] 信念; 安全食品; 购买倾向; 划行为理论; 态度 [] F274 [] A [] 1007 097( 2011) 02 0109 0 Th e Effects of Beliefs tow ard Purchase In ten tion of Safety Food An Em p iricalA nalysis on the Basis of the Th eory of P laned Behavior LUO Cheng (D ep ar tm ent of E conom ic and Trade, J iangx ia C olleg e, F uzhou 3 0002, Ch ina ) Abstrac t On the basis of the Theory of Planed Behavior, u tilizing data from # The survey about Purchase Intention of Safety Food∃ con ducted in July 2008 by the School of Econom ics and M anagement of Fujian Agricu lture and forest Un iversity, th is paper form ulates the effects of beliefs toward purchase intention of safety food in m ain land of China. The results show that the beliefs of benefit on health and environm ent have revealed sign ificant positive mi pact on purchase intention. H ow ever, the beliefs of risk on production have revealed sig n ifican t negative mi pact. M oreover, the effects of the last two beliefs have operated by attitude entirely. K ey word s belief; safety food; purchase in tention; the theory of planed behavior; attitude