代糖产品认知现状及消费者购买意愿影响因素分析
Analysis of the Current Situation of the Perception of Sugar Substitute Products and Factors Influencing Consumers’ Purchase Intention
DOI: 10.12677/SA.2023.124092, PDF,   
作者: 朱婵媛, 张紫琼*：嘉兴南湖学院商贸管理学院，浙江 嘉兴；涂现峰：嘉兴南湖学院信息工程学院，浙江 嘉兴
关键词: 代糖；认知现状；结构方程模型；购买意愿；Sugar Substitute； Perception Status； Structural Equation Model； Purchase Intention
摘要: 随着人均消费水平和居民幸福生活指数的提高，高糖的饮食模式变得常态化，人类因高糖饮食而引发的疾病亟待解决，在此基础之上，代糖的概念逐渐被引入大众的认知范围中，代糖产品的出现，也满足了很多人群的控糖需求。在此背景下，本文探讨代糖产品认知现状及消费者购买意愿影响因素，提出糖准备度、健康关注力、代糖准备度、代糖感知风险、代糖感知价值5个因素，建立结构方程模型，分析路径系数得到健康关注力、代糖准备度会正向影响购买意愿，其中健康关注力最大。
Abstract: With the increase of per capita consumption level and residents’ well-being index, the high sugar diet pattern becomes normalized, and human diseases caused by high sugar diet need to be solved urgently. On this basis, the concept of sugar substitute is gradually introduced into the public’s cognitive scope, and the emergence of sugar substitute products has met the sugar control needs of many people. In this context, this paper explores the current situation of sugar substitute product cognition and factors influencing consumers’ purchase intention, and proposes five factors: sugar readiness, health concern, sugar substitute readiness, perceived risk of sugar substitute, and perceived value of sugar substitute, establishes a structural equation model, and analyzes the path coefficients to obtain that health concern and sugar substitute readiness will positively influence purchase intention, among which health concern is the largest.
文章引用：朱婵媛, 张紫琼, 涂现峰. 代糖产品认知现状及消费者购买意愿影响因素分析[J]. 统计学与应用, 2023, 12(4): 877-887. https://doi.org/10.12677/SA.2023.124092

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