对羊肉串购买意向的洞察--基于fsQCA的中国消费者调查

IF 7.2 Q1 FOOD SCIENCE & TECHNOLOGY Future Foods Pub Date : 2024-09-06 DOI:10.1016/j.fufo.2024.100446
Guanhua Cai , Che Shen , Xinnan Wu , Meiqi Ding , Ting Zhao , Yutong Li , Bo Wang , Dengyong Liu
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引用次数: 0

摘要

影响消费者购买肉类产品的因素有很多,消费者的最终购买行为与其购买意愿有着时间上的逻辑关系。这种意愿是衡量购买行为的有效指标。在本研究中,感官吸引力、品牌忠诚度、价格、消费者评价、消费者偏好和消费者的个人特征(如性别、年龄和收入)被选为前因变量。通过在线问卷收集了 5981 名消费者的数据。采用模糊集定性比较分析法(fsQCA)分析了导致消费者对羊肉串产生高购买意愿和低购买意愿的路径配置。找出了导致消费者做出购买或不购买两种选择的主要原因。研究结果表明,消费者购买肉类商品的欲望与影响因素之间存在因果不对称关系。作为一个多方面的结果变量,消费者的偏好特征和成本是决定购买羊肉串意愿高低的主要因素,收入和感官吸引力的影响较小。此外,品牌忠诚度、消费者评价、性别和年龄等因素也是影响或阻碍消费者购买意愿的主要因素。
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Insights on purchase intention of mutton shashlik - A survey of Chinese consumers based on fsQCA

Various factors influence the purchases of meat products by consumers, and their final purchasing behavior has a temporal and logical relationship with their willingness to buy. Such willingness is an effective indicator of purchasing behavior. In this study, sensory appeal, brand loyalty, price, consumer reviews, consumer preferences, and the personal characteristics of consumers (e.g., gender, age, and income) were selected as the antecedent variables. Data from 5,981 consumers were collected through an online questionnaire. The path configurations that caused consumers to have high and low purchase intentions for mutton shashliks were analyzed using fuzzy set qualitative comparative analysis (fsQCA). The major causes that lead consumers to the two choices of purchasing or not purchasing were identified. The findings show that there is a causal asymmetric relationship between customers' desire to purchase meat items and the factors influencing them. As a multifaceted outcome variable, consumer preference traits and cost are the primary determinants of the high purchase intention to buy mutton shashlik, with income and sensory appeal having a lesser effect. Furthermore, factors such as brand loyalty, consumer reviews, gender, and age worked in conjunction with the main factors that influenced or hindered consumers' purchase intentions.

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来源期刊
Future Foods
Future Foods Agricultural and Biological Sciences-Food Science
CiteScore
8.60
自引率
0.00%
发文量
97
审稿时长
15 weeks
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