基于SOR和SEM模型的消费者NFC果汁持续购买意愿影响路径研究

Research on the Influence Path of Consumers’ NFC Juice Continuous Purchase Intention Based on SOR and SEM Models

摘要: 在健康消费的背景下，饮料市场开始主打健康标签。NFC果汁作为健康饮料的代表，富含较好的营养价值和保健功效，在市场上有一定发展潜力。本研究将采用问卷调查的方式收集消费者数据，基于刺激–机体–反应模型(SOR)和结构方程模型(SEM)探究消费者NFC果汁持续购买意愿影响路径，从而为健康饮料行业提供有借鉴意义的产品营销策略。

Abstract: Against the backdrop of healthy consumption, the beverage market has begun to emphasize the label of health. NFC juice, as a representative of healthy beverages, is rich in good nutritional value and health benefits, and has certain development potential in the market. This study will collect consumer data through questionnaire surveys, and explore the influence paths of consumers’ continuous purchase intention of NFC juice based on the Stimulation-Organism Response Model (SOR) and Structural Equation Model (SEM), thereby providing referential product marketing strategies for the health beverage industry.