基于TPB理论的快餐业会员购买行为影响路径及影响因素研究

Research on the Influencing Path and Factors of Member Purchase Behavior in the Fast Food Industry Based on TPB Theories

摘要: 在消费升级与快餐业大盘不断扩容的趋势下，会员经济成为当今的一种新兴营销手段。本文主要基于TPB理论，通过对江浙沪地区快餐会员的问卷调查，使用结构方程模型探究购买行为影响路径，研究结果发现，态度对购买意愿存在显著正向影响，主观规范对购买意愿存在显著正向影响，购买意愿对购买行为存在显著正向影响。进一步运用有序Logit模型深入探究快餐餐饮会员经济消费影响因素，并从健康饮食、社交分享、产品创新与家庭影响四个方面对快餐餐饮经济的会员制度进行营销策略设计。

Abstract: With the trend of consumption upgrading and the expansion of fast food industry, member economy has become a new marketing means. Based on the TPB theory, this paper uses the structural equation model to explore the influence path of purchasing behavior through the questionnaire survey of fast food members in Jiangsu, Zhejiang and Shanghai. Consumer attitudes and subjective norms have a strong correlation effect on purchase intention. Furthermore, the ordinal logit model is used to explore the influencing factors of the economic consumption of fast food members, and the marketing strategy of the membership system of fast food economy is designed from the four aspects of healthy diet, social sharing, product innovation and family influence.