%0 Journal Article
%T 消费者感知对有机农产品购买意愿研究——基于SOR理论的实证分析<br>A Study of Consumer Perceptions on the Purchase Intention of Organic Agricultural Products—An Empirical Analysis Based on SOR Theory
%A 刘思成
%J Advances in Social Sciences
%P 2824-2832
%@ 2169-2564
%D 2023
%I Hans Publishing
%R 10.12677/ASS.2023.126386
%X 随着人们生活水平的提升，人们的消费需求由“吃得饱”向“吃得好”转变，有机农产品凭着独特的安全及健康特性，越来越受到广大消费者的青睐。当前有机农产品需求市场较大，但有机农产品消费者人均消费比例却非常低。因此探究我国消费者有机农产品购买影响因素具有重要意义。该文在相关文献资料及访谈的基础上，基于SOR理论，结合国情和消费者特征，设计了消费者有机农产品购买意愿理论模型，以及借鉴他人成熟问卷编写了问卷。通过对消费者感知和行为态度等维度进行深入分析，揭示了影响我国消费者有机农产品购买意愿的因素。研究结果表明，消费者感知能够正向影响消费者有机农产品购买意愿，消费者行为态度能够正向影响消费者有机农产品购买意愿，消费者行为态度在消费者感知对消费者有机农产品购买意愿中存在中介效应。基于此，该文从消费者感知和行为态度两方面提出促进有机农产品产业发展的建议。<br />
With the improvement of people’s living standard, people’s consumption demand from “eat enough” to “eat well” change, organic agricultural products with unique safety and health characteristics, more and more favored by the majority of consumers. At present, the demand market for organic agricultural products is large, but the per capita consumption ratio of organic agricultural products consumers is very low. Therefore, it is of great significance to explore the influencing factors of Chinese consumers’ organic agricultural products purchase. Based on relevant literature and interviews, this study designs a theoretical model of consumers’ willingness to buy organic agricultural products based on SOR theory, combined with national conditions and consumer characteristics, and draws on other people’s mature questionnaires to compile this questionnaire. Through in-depth analysis of consumer perception and behavior attitude, this paper reveals the factors that affect consumers’ willingness to buy organic agricultural products. The results show that consumer perception can positively affect consumers’ purchase intention of organic agricultural products, and consumer behavioral attitude can positively affect consumers’ purchase intention of organic agricultural products, and consumer behavioral attitude has an intermediary effect on consumer perception and consumers’ purchase intention of organic agricultural products. Based on this, this paper puts forward some suggestions to promote the development of organic agricultural products industry from two aspects: consumer perception and behavior attitude.
%K SOR理论，消费者感知，购买意愿，影响因素<br>SOR Theory
%K Consumer Perception
%K Purchase Intention
%K Influencing Factor
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=66784