Study on the factors influencing the purchase intention of infant milk powder from the perspective of consumer heterogeneity
With the relaxation of epidemic control measures in China,the competition between Chinese and imported infant milk powder in the Chinese market is becoming more intense.Exploring Chinese consumers'purchase intention of infant milk powder will provide some realistic basis for policy makers and producers.This study used a sample of 877 consumers in eight cities in China,constructed a theoretical framework from a cognitive perspective based on the BRA model,investigated the factors influencing consumers'purchase intention of Chinese infant milk powder,tested the heterogeneity of each route based on the consumer's residence as the moderating variable.The results showed that attention had a signif-icant positive effect on trust;attention,trust,perceived benefit and perceived risk all directly affect purchase intention,attention positively affected purchase intention indirectly with perceived benefit as a mediating variable,and trust positively affected purchase intention indirectly with per-ceived benefit and perceived risk as mediating variables;consumer residence had a moderating role in part of the pathway.In city groups,trust had a greater impact on perceived risk and purchase intention in the third-tier and fourth-tier cities group,and attention had a greater impact on pur-chase intention in the first-tier and second-tier cities group;In the counties group,there was no significant direct and indirect effect of attention on purchase intention and no direct effect of perceived risk on purchase intention.
万方数据
维普
