网购食品消费者选择行为的影响因素

利用1 790份网络调查问卷数据,采用相关分析、交叉分析等统计方法,研究网购食品消费者选择行为,分析网购食品市场渗透率不高、用户黏性不足的主要原因,结果表明,消费者个性特征差异会导致对网购食品的不同态度,进而影响消费者对网购食品的选择行为;良好的网购环境、物美价廉的食品、优质的网购服务,是促使消费者选择网购食品的主要因素,对网购食品安全的担忧、习惯于传统购物方式、网购维权难度大,是抑制消费者选择网购食品的主要因素,尤其是网购食品"难维权、维权难"可能会放大消费者对网购食品产生的消极态度。为此,应加强网购食品多主体协同监管,消除消费者怀疑心理和不放心态度;建立以消费者需求为中心的网购食品质量安全供应链管理体系,推动线上市场和线下实体店紧密结合、融合发展;完善网购食品维权制度,畅通维权渠道。     

A Cluster Analysis of Young Adult College Students' Beef Consumption Behavior Using the Constructs of a Proposed Modified Model of Planned Behavior

The theory of reasoned action (TRA) served as the theoretical framework for this study. This study focused on the development and analysis of a proposed modified model of planned behavior (MMpB) to investigate the beef consumption habits of young adult college students. The participants were a convenience self-selected sample of young adult college students from a major southeastern and southwestern university. A self-report survey was administered to (N = 914) students in classrooms at both universities. Using cluster and discriminant analysis three distinct cluster groupings were found based on the behavior construct.     

Application of extended theory of planned behavior model to ecological behavior intentions in the food and beverage service industry

ABSTRACT

This study examined the relationships between environmental concern, the three main constructs of theory of planned behavior (TPB), two extended constructs (psychological ownership of the company and sense of responsibility) and employee behavioral intention to implement environmental measures. A questionnaire designed for restaurant employees was used to measure identified indicators. Structural equation modeling was chosen for hypothesis testing. Our results indicated that the three TPB constructs and one psychological trait (sense of responsibility) mediated the relationship between environmental concern and behavioral intention. Employee psychological ownership of a company was verified to exert a positive effect on employee behavioral intention. However, the findings cannot be applied to F&B settings in general since the study was restricted to Chinese restaurants identified.