Based on the existing research on aquatic products in the Theory of Planned Behavior(TPB)and Technology Acceptance Model(TAM),this paper incorporates the basic factor of perceived risk,which has been overlooked as a latent variable.A new integrated model is constructed to comprehensively analyze and understand the consumer's cognitive mechanism and purchase decision-making process towards the Chongming Qingshui Crab brand.Meanwhile,guided by TPB and TAM theories,a survey questionnaire was designed,and a newly constructed integrated model was used to empirically analyze the survey results.The results showed that variables such as perceived ease of use,consumption attitude,and perceived risk have a significant impact on the consumption willingness and behavior of Chongming Qingshui Crabs.Based on above,the paper proposes to improve safety supervision and establish consumer confidence,improve marketing channels and improve service systems.Basic suggestions include leveraging the advantages of Chongming Island,strengthening publicity to enhance brand awareness,and enhancing the perceived ease of use and usefulness of Chongming Qingshui Crabs,reducing perceived risks,strengthening purchasing attitudes,strengthening purchasing intentions,and promoting purchasing behavior.
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