共查询到19条相似文献,搜索用时 60 毫秒
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电商直播提升了绿色农产品的营销活力、拓宽了营销渠道。本文探讨农产品直播电商营销对消费者购买意愿的影响,以直播营销为自变量,将感知价值与感知风险作为传导机制变量,结合消费者购买意愿,运用问卷调查数据进行实证分析。研究发现:农产品直播营销、感知价值对消费者购买意愿有显著的正向影响;感知风险对消费者购买意愿存在显著负向影响;感知价值在农产品直播营销和消费者购买意愿之间具有传导作用。基于此,应引导消费者参与农产品直播互动,在分享经验过程中提升其感知价值;注重售前、售后服务,优化工作流程,重视营造在线口碑;选择专业能力较强的高素质主播,增强消费者参与的互动感和信任感,激发消费者购买意愿。 相似文献
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在中产阶级规模不断扩大背景下,消费者品牌需求日益强烈.本文从消费者感知视角出发,实证研究品牌认知对购买意愿的影响机制与路径差异.研究表明;品牌认知有助于提升消费者感知;消费者感知有助于购买意愿的提升;消费者感知的3个方面(质量感知、价值感知、情感感知)在品牌认知与购买意愿之间具有中介作用.品牌商家应通过管控产品品控、创... 相似文献
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本文以微信营销为例,根据消费者的购买意愿,深入分析微信营销对消费者的影响因素,以微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等因素为自变量,以消费者感知价值为中介变量,以消费者购买意愿为因变量,设计了调查问卷。结果表明:微信营销活动、微信推送信息质量、品牌知名度及亲友参与度等影响因素对消费者感知价值有正向且显著的影响;感知价值在影响因素和购买意愿之间起中介作用,且正向显著影响消费者购买意愿。基于此,本文提出以下营销建议:重视微信营销活动方式;提高微信推送信息质量;打造品牌知名度;提高亲友参与度等,以供参考。 相似文献
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消费者感知风险主要是由于信息的不对称而产生,当前随着电子商务的快速发展,使得消费者感知风险不断提高,感知风险对消费者购买意愿有什么影响,这已经成为了网络销售商所密切关心的问题。本文正是基于这样一个背景来展开对消费者感知风险对购买意愿影响的探讨。 相似文献
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错过价格促销情境下消费者感知价值损失及其对负向购买意愿的影响 总被引:1,自引:0,他引:1
文章构建了错过价格促销情境下价格促销类型、促销幅度、感知价值损失和负向购买意愿关系的理论模型.通过2(价格促销类型:直接降价/间接降价)×2(价格促销幅度:大/小)的因子实验设计,研究发现:在错过价格促销情境下,消费者感知价值损失因价格促销的类型不同、幅度不同而有显著差异,价格促销类型和价格促销幅度对消费者感知价值损失有交互作用,消费者感知价值损失对负向购买意愿存在显著的正向影响. 相似文献
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网购市场竞争的白热化使得网络卖家需要有效运用视觉营销来引起消费者的关注与共鸣,激发其产生购买意愿。以视觉营销理论为研究基础,基于心理学中的“S-O-R”模型范式,构建出网络购物中视觉营销对消费者购买意愿影响的理论模型,并通过对有效问卷的统计分析进行假设检验,所得研究结论与提出的针对性建议能为卖家更好地利用视觉营销实现销售最大化提供参考。 相似文献
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消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明:消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。 相似文献
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Edward Shih-Tse Wang 《食品市场学杂志》2013,19(4):386-397
This study explores product value with reference to brand development. The question of which perceived product value acts dominantly has received very little attention, in particular, whether multiple product value may importantly enhance consumers' brand preference/purchase. This research investigates relationships between multiple perceived snack foods' product value, brand preference and purchase intention. Findings show significantly positive effects of brand preference on purchase intention, and brand preference as a mediator between multiple perceived product value and purchase intention. Findings also reveal multiple value perceptions of snack foods, (e.g., functional-price/value for the money and performance/quality, emotional, and social dimensions) be significant in the formation of brand preference, whereas only functional-price/value for the money and emotional value relate to purchase intention directly. 相似文献
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The rise of the natural and organic products market follows a global trend of increasing demand largely due to the growth of environmental awareness and the concern of having a healthier diet. Thus, the objective of this study is to propose and test a theoretical model based on antecedent constructs of perceived value and repurchase intention on the consumption of organic products. The results, based on 256 consumers of organic products, confirm the positive relationship between environmental awareness and perceived quality, healthy consumption, and perceived price fairness. Moreover, they underpin the influence of healthy consumption, perceived price fairness and perceived quality on perceived value, and lastly, the influence of perceived value on repurchase intention. Therefore, this study can help practitioners and consumers comprehend in a more systematic way the buying behaviour of this food category. 相似文献
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New technologies are hitting the marketplace every day. In trying to make sense of these new technologies, consumers perceive a series of risks and benefits of consumption and use those perceptions to form product judgments. One way for managers to mitigate organizational related risk is to understand how consumers perceive consumption‐related risk. To illustrate this point, the case of genetically modified (GM) food is examined and a series of focus groups is conducted in which participants examined different product labels that either framed the technology as a benefit gained or as a risk avoided. The results indicate that consumers do indeed form very different product evaluations based on how the new technology is framed, but these evaluations vary based on the level of the consumers’ preexisting knowledge. This study provides support for the contention that a better understanding of consumer risk perceptions is an important first step in developing marketing strategies for new technology‐oriented products. 相似文献
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本文基于感知价值理论和信任理论,构建了绿色感知价值、绿色信任和绿色购买意向之间的理论模型,并收集271个消费者样本,运用结构方程模型和线性回归方法,探讨消费者的绿色感知价值和绿色信任分别对绿色购买意向的影响,绿色信任在绿色感知价值和绿色购买意向之间的中介作用,以及绿色感知价值对绿色信任与绿色购买意向之间的路径所起的调节作用。研究结果表明,绿色感知价值和绿色信任均对绿色购买意向具有影响,绿色感知价值显著正向调节绿色信任对绿色购买意向的影响。 相似文献
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Terrence M. Barnhardt Isabel Manzano Maria Brito Melissa Myrick Steven M. Smith 《心理学和销售学》2016,33(11):883-898
Three experiments tested whether brand‐name products placed in a short story would be more often selected when two identical products with different brand names were presented in either a picture or text format in forced choice purchase intention and placement recognition tests. In Experiments 1a and 1b, there was no significant influence of product placement in a pictorial purchase intention task. However, in Experiments 2a and 2b, a reliable and equal level of recognition memory was observed, regardless of whether the products were presented in a picture (Exp. 2a) or text (Exp. 2b) format. In Experiment 3, the products were presented in a text format in the purchase intention task and participants more often and more quickly chose the brand‐name product from the story. At a practical level, these results suggest some limits to the usefulness of product placement in text. 相似文献