Research on consumption behavior and influencing factors of aquatic products under the background of rural revitalization strategy:a case study of Crisped grass carp in Guangdong-Hong Kong-Macao Greater Bay Area
This paper takes nine cities and two districts in the Guangdong-Hong Kong-Macao Greater Bay Area as samples,and designs a questionnaire and Structural Equation Modeling based on Value Perception Theory,Theory of Planned Behavior,and purchase behavior theory.Four factors,namely awareness of external potential variables,self-attribute,advertising effect and consumption behavior,are selected to conduct theoretical analysis and empirical test on residents'consumption behavior of fresh water products such as Crisped grass carp.The empirical results show that there is a negative correlation between cognitive degree and consumption behavior.However,the properties of Crisped grass carp and the advertising effect have significant positive effects on the consumption behavior,that is,for every unit increase in advertising effect,the consumption behavior of Crisped grass carp increases by 0.827 units.For every unit increase in the attribute of Crisped grass carp,the consumption behavior of Crisped grass carp will increase by 0.193 units.Therefore,it is suggested that the government and fishery enterprises should formulate reasonable marketing plans to change the marketing perspective of Crisped grass carp to its nutritional value,and make full use of advertising effect and the policy dividend of prepared vegetables in Guangdong Province to expand its audience.
consumption behaviorCrisped grass carpaquatic productsStructural Equation ModelingTheory of Planned Behavior
万方数据
