消費者對森林康養(yǎng)產(chǎn)品購買意愿研究

摘要： 文章以消費者對森林康養(yǎng)產(chǎn)品的購買意愿為研究對象,以伊春市為切入點,從消費者認(rèn)知視角出發(fā),探討消費者對森林康養(yǎng)產(chǎn)品和服務(wù)的需求、影響以及變化趨勢。運用SPSS21軟件對初始問卷數(shù)據(jù)進(jìn)行描述性統(tǒng)計分析、信度分析、效度分析和探索性因子分析,來提取關(guān)鍵影響因子,并運用AMOS21軟件構(gòu)建消費者對森林康養(yǎng)產(chǎn)品購買意愿的結(jié)構(gòu)方程模型來檢驗變量之間的路徑關(guān)系。根據(jù)結(jié)構(gòu)方程模型擬合結(jié)果,得出認(rèn)知態(tài)度、產(chǎn)品外部線索、產(chǎn)品內(nèi)部線索、營銷環(huán)境對消費者購買森林康養(yǎng)產(chǎn)品的意愿有顯著的正向影響的結(jié)論。
Taking consumers' intention to purchase forest-based health maintenance products in Yichun City as the research object, this study focused on consumers' demands for and influence on forest-based health mainte?nance products and services, as well as their variation trends from the perspective of consumer cognition. SPSS21 was used to make descriptive statistical analysis, reliability analysis, validity analysis and exploratory factor analysis of questionnaire data to extract key impact factors. Structural equation model of purchasing intention was built by us?ing AMOS21 to test the path relationship between variables. Fitting results of the structural equation model indicat?ed that cognitive attitude, external clues, internal clues and marketing environment could exert significant positive influence on consumers' intention to purchase forest-based health maintenance products.