基于SOR模型的消费者新品咖啡购买意愿影响因素研究

Research on Factors Influencing Consumers’ Purchase Intention toward New Coffee Products Based on the SOR Model

摘要: 随着我国咖啡消费市场持续扩张，新品咖啡已成为咖啡品牌提升市场竞争力的重要手段。为探究消费者新品咖啡购买意愿的影响因素，本文基于刺激–机体–反应(Stimulus-Organism-Response, SOR)理论，构建消费者新品咖啡购买意愿影响因素模型，并采用问卷调查法收集334份有效样本，运用SPSS 29.0软件进行信度、效度及有序Logistic回归分析。研究结果表明，咖啡店环境与服务、折扣优惠和联名活动均对消费者新品咖啡购买意愿具有显著正向影响，其中联名活动影响最为显著；品牌形象和赠品等因素未表现出显著影响。基于研究结论，本文提出优化消费环境、完善促销机制和创新联名营销等管理建议，以期为咖啡企业新品研发、营销策略优化及消费潜力释放提供理论参考和实践借鉴。

Abstract: With the continuous expansion of China’s coffee consumption market, new coffee products have become an important means for coffee brands to enhance their market competitiveness. Based on the Stimulus-Organism-Response (SOR) model, this study investigates the factors influencing consumers’ purchase intention toward new coffee products. A total of 334 valid samples through questionnaire survey were collected, and SPSS 29.0 was employed to conduct reliability analysis, validity analysis, and ordered Logistic regression analysis. The results indicate that store environment and service quality, promotional discounts, and co-branding activities significantly and positively influence consumers’ purchase intention, among which co-branding activities exert the strongest effect. However, brand image and promotional gifts show no significant influence. Based on these findings, this paper proposes corresponding managerial implications, including optimizing store experience, improving promotional strategies, and strengthening co-branding marketing, providing theoretical support and practical guidance for product innovation and precision marketing in the coffee industry.