Study on the Purchasing Intention for Agricultural Products Based on Consumers'ABC Attitude Model:A Case Study of Zhangshugang Pepper
Based on consumers'ABC attitude model,the study adopted the questionnaire survey method to obtain data,explored the factors affecting consumers'willingness to buy Zhangshugang Pepper by using binary logistic regression model,and put forward relevant suggestions,so as to enhance consumers'willingness to buy Zhangshugang Pepper and promote the development of Zhangshugang Pepper industry.The results showed that among the cognitive factors of consumers,consumers'trust degree for Zhangshugang Pepper had a significant negative impact on their purchasing intention.Among the product factors of Zhangshugang Pepper,the price factor had a significant positive influence on consumers'purchasing intention,while the taste factor had a significant negative influence on consumers'purchasing intention.Among the business behavior factors of Zhangshugang Pepper,the publicity degree of the business had a significant positive impact on the purchasing intention of consumers.Hence,the study put forward suggestions:doing well in brand publicity through the internet to enhance the comprehensive influence of products;further promoting product quality certification to enhance consumer trust;further improving the product traceability system to enhance the transparency of product information;ensuring the unique and excellent quality of products,and scientifically guaranteeing product supply and demand balance.
万方数据
