Study on the Factors Influencing the Purchase Intention of Prefabricated Dishes Based on TPB Theory
Enhancing the public's willingness to purchase prefabricated dishes is of great significance in solving the problem of food waste and promoting the upgrading of the agricultural industry chain.The article explores the purchase intention of prefabricated dishes based on the theory of planned behavior,and conducts empirical analysis through a questionnaire survey and SPSS 22.0.The research has shown that product cognition,environmental awareness,and product quality all have a significant positive impact on consumer attitudes towards prefabricated dishes;Perceived risk has no significant impact on consumer attitudes towards prefabricated dishes;Subjective norms,perceived behavioral control,brand image,and attitude have a significant positive impact on the willingness to purchase prefabricated dishes;Attitude plays a mediating role between environmental awareness,product quality,and purchase intention,but there is no mediating role between product cognition,perceived risk,and purchase intention.Based on this,suggestions are proposed to establish a sound quality management system,to increase publicity and promotion of prefabricated dishes,to shape a good brand image,and to establish convenient shopping channels.
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