苗药产品消费者购买意愿影响因素研究

Research on the Influencing Factors of Consumers’ Purchase Intention of Miao Medicine Products

摘要: 中国作为统一的多民族国家，在长期历史发展过程中，苗族、藏族等少数民族探索总结了独具特色、疗效显著的民族医药。如今，消费者对“免疫力”概念的理解不断深入，苗药相关产品受到消费者追捧，但已有研究关于消费者对苗药产品购买现象关注不够，滞后于实践发展。本文基于已有研究结论，探讨苗药产品价格、质量安全性、原产地形象、参考群体、健康意识、感知价值与消费者购买意愿的关系。通过对295名苗药产品消费者的问卷调查，结果发现：1) 价格、质量安全性、原产地形象、参考群体、健康意识正向影响感知价值；2) 感知价值正向影响消费者购买意愿；3) 感知价值在价格、质量安全性、原产地形象、参考群体、健康意识与消费者购买意愿的关系中起到传导作用。研究结论为政府与苗药企业提供对策建议与营销启示。

Abstract: As an integral multi-ethnic nation, China’s ethnic minorities, notably the Miao and Tibetan populations, have cultivated distinct and efficacious ethnic medicinal systems through their protracted historical evolution. Nowadays, there has been a profound enhancement in consumers’ comprehension of the construct of “immunity,” leading to a heightened demand for products associated with Hmong (alternatively referred to as Miao) medicine. However, existing research endeavors examining the phenomenon of consumer procurement of Hmong medicine remain inadequate, lagging behind the rapid pace of practical developments. Drawing upon the insights garnered from prior studies, this research paper delves into the intricate interplay between price, quality and safety, country-of-origin image, reference groups, health consciousness, perceived value, and consumers’ purchase intentions. Utilizing a questionnaire survey administered to a sample of 295 consumers of Miao medicinal products, the study reveals the following pivotal findings: 1) Price, quality and safety, country-of-origin image, reference groups, and health consciousness positively correlate with perceived value; 2) Perceived value, in turn, exerts a positive influence on consumers’ willingness to purchase; 3) Additionally, perceived value serves as a conduit, mediating the relationships between price, quality and safety, country-of-origin image, reference groups, health consciousness, and ultimately, consumers’ purchase intentions. The conclusions drawn from this study offer strategic recommendations and valuable marketing insights for both governmental agencies and Hmong medicine enterprises, aimed at fostering informed decision-making and enhancing market penetration.