可追溯茶叶产品的认知、信任与购买意愿研究

Abstract

Abstract: Based on the survey data of 646 consumers, this paper analyzed the impact of consumers' cognition, trust and purchase intention on the traceable tea products by using structural equation model. The results show that consumers' cognition of the traceable tea products had a significantly positive impact on trust and trust had a significantly positive impact on their purchase intention. However, their cognition had a positive effect on purchase intention, but it was not significant. At the same time, trust played a mediating role in the relationship between cognition and purchase intention. Based on the empirical results, the government and tea enterprises should pay more attention to the promotion and guidance of the traceable tea products, enhance consumers' cognition and trust of the traceable tea products, so as to enhance consumers' purchase intention of the traceable tea products.

Key words: traceable tea product, consumer cognition, trust, purchase intention

CLC Number:

HE Wenli, PAN Shan, GUAN Xi. Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products[J]. Journal of Tea Science, 2022, 42(1): 140-150.

References

[1] 吴迪, 鲁成银, 成浩. 食品质量安全追溯系统研究进展及在茶叶行业应用展望[J]. 中国农学通报, 2009, 25(1): 251-255.
Wu D, Lu C Y, Cheng H.Recent developments of food safety traceability system and its perspective on tea[J]. Chinese Agricultural Science Bulletin, 2009, 25(1): 251-255.
[2] 刘晓琳, 吴林海, 徐玲玲. 消费者对可追溯茶叶额外价格支付意愿与支付水平的影响因素研究[J]. 中国人口·资源与环境, 2015, 25(8): 170-176.
Liu X L, Wu L H, Xu L L.Study of factors affecting consumer willingness to pay for certified traceable tea in China[J]. China Population, Resources and Environment, 2015, 25(8): 170-176.
[3] 唐静, 张淑云, 王艳荣. 地理标志农产品溢价支付意愿研究——以黄山地理标志茶叶为例[J]. 沈阳农业大学学报(社会科学版), 2019, 21(3): 282-288.
Tang J, Zhang S Y, Wang Y R.Consumers' willingness of premium payment for geographically marked agricultural products: the geographically marked Huangshan tea taken as a case[J]. Journal of Shenyang Agricultural University (Social Sciences Edition), 2019, 21(3): 282-288.
[4] 周国清. 四川省茶叶消费者对可追溯茶叶的购买意愿分析[D]. 成都: 电子科技大学, 2017.
Zhou G Q.A study on tea consumers' purchase intention of traceability tea in Sichuan Province [D]. Chengdu: University of Electronic Science and Technology of China, 2017.
[5] Lewis D J, Weigert A.Trust as a social reality[J]. Social Forces, 1985, 63(4): 967-985.
[6] McKnight D H, Cummings L L, Chervany N L. Initial trust formation in new organizational relationships[J]. The Academy of Management Review, 1998, 23(3): 473-490.
[7] 杨伟文, 刘新. 品牌认知对消费者购买行为的影响[J]. 商业研究, 2010(3): 158-162.
Yang W W, Liu X.Study on relationships between brand awareness and future purchases[J]. Commercial Research, 2010(3): 158-162.
[8] 刘增金, 乔娟, 李秉龙. 消费者对可追溯食品购买意愿的实证分析——基于消费者购买决策过程模型的分析[J]. 消费经济, 2013, 29(1): 43-47.
Liu Z J, Qiao J, Li B L.An empirical analysis of consumers' purchasing intentions for traceable food: an analysis based on the model of consumer's purchasing decision process[J]. Consumer Economics, 2013, 29(1): 43-47.
[9] 吴林海, 徐玲玲, 王晓莉. 影响消费者对可追溯食品额外价格支付意愿与支付水平的主要因素——基于Logistic、Interval Censored的回归分析[J]. 中国农村经济, 2010(4): 77-86.
Wu L H, Xu L L, Wang X L.The main factors affecting consumers' willingness to pay and the level of payment for the additional price of traceable food: based on logistic and interval censored regression analysis[J]. Chinese Rural Economy, 2010(4): 77-86.
[10] 胡保玲, 云乐鑫. 网络顾客购买意愿影响因素实证研究——顾客信任的中介作用[J]. 消费经济, 2009, 25(5): 35-39.
Hu B L, Yun L X.An empirical study on the influencing factors of online customers' purchase intention: the mediating role of customer trust[J]. Consumer Economics, 2009, 25(5): 35-39.
[11] 詹思汗, 陈丽清. 消费者的心流体验对购买意愿的影响——基于品牌信任的中介效应[J]. 经济与管理, 2013(11): 97-101.
Zhan S H, Chen L Q.The influence of consumer's flow experience on purchase intention: based on the mediation effect of brand trust[J]. Economy and Management, 2013(11): 97-101.
[12] 刘增金, 乔娟. 消费者对可追溯食品的购买行为及影响因素分析——基于大连市和哈尔滨市的实地调研[J]. 统计与信息论坛, 2014, 29(1): 100-105.
Liu Z J, Qiao J.Analysis on consumers' traceable food purchasing behavior and its influencing factors: based on the surveys in Dalian and Harbin city[J]. Statistics & Information Forum, 2014, 29(1): 100-105.
[13] 古斯塔夫·勒庞. 乌合之众[M]. 王千石, 译. 北京: 中国华侨出版社, 2012: 91-105.
Gustave L B.The crowd: a study of the popular mind [M]. Wang Q S, translate. Beijing: China Overseas Chinese Press, 2012: 91-105.
[14] 朱冬静. 消费者可追溯猪肉购买意愿实证分析[D]. 南京: 南京农业大学, 2017.
Zhu D J.An empirical analysis of consumers' traceable pork purchase intention [D]. Nanjing: Nanjing Agricultural University, 2017.
[15] 王淑曼. 食品可追溯体系对消费者购买意愿的影响研究[D]. 开封: 河南大学, 2019.
Wang S M.Research on the influence of food traceability system on consumers' purchase intention [D]. Kaifeng: Henan University, 2019.
[16] 滕立坤. 食品可追溯系统的应用对消费者食品安全信心的影响研究[D]. 哈尔滨: 哈尔滨工业大学, 2014.
Teng L K.Research on the impact of the application of food traceability system on consumers' food safety confidence [D]. Harbin: Harbin Institute of Technology, 2014.
[17] 荀娜. 基于结构方程模型的消费者食品安全信心评价研究[D]. 长春: 吉林大学, 2011.
Xun N.Research on consumer food safety confidence evaluation based on structural equation model [D]. Changchun: Jilin University, 2011.
[18] 文晓巍, 李慧良. 消费者对可追溯食品的购买与监督意愿分析——以肉鸡为例[J]. 中国农村经济, 2012(5): 41-52.
Wen X W, Li H L.Analysis of consumers' willingness to purchase and supervise traceable food: take broiler as an example[J]. Chinese Rural Economy, 2012(5): 41-52.
[19] 郭际, 吴先华. 转基因食品消费者购买意愿实证研究——基于产品知识、感知利得、感知风险和减少风险策略的视角[J]. 技术经济与管理研究, 2013(9): 45-52.
Guo J, Wu X H.The empirical research on Chinese consumer purchase intent of genetically modified food: based on the perspectives of product knowledge, perceived benefits, risk reduction strategies and perceived risk[J]. Technological Economy and Management Research, 2013(9): 45-52.
[20] Cuesta J, Edmeades S, Madrigal L.Food security and public agricultural spending in Bolivia: putting money where your mouth is?[J]. Food Policy, 2013, 40: 1-13.
[21] 侯杰泰, 温忠麟, 成子娟. 结构方程模型及其应用[M]. 北京: 教育科学出版社, 2004: 112-120.
Hou J T, Wen Z L, Cheng Z J.Structural equation model and its application [M]. Beijing: Educational Science Press, 2004: 112-120.
[22] Zhao X S, John G L, Chen Q M.Reconsidering Baron and Kenny: myths and truths about mediation analysis[J]. Journal of Consumer Research, 2010, 37: 197-206.

Research on the Impact of Consumer Cognition and Trust on Purchase Intention of Traceable Tea Products

PDF (PC)

Knowledge

Abstract

Cite this article

share this article

References

Related Articles 15

Metrics

Comments

Recommended 10

[1]	WANG Liubin, HUANG Liyun, TENG Cuiqin, WU Liyun, CHENG Hao, YU Cuiping, WANG Liyuan. Genetic and Phylogenetic Analysis for Germplasm Resources of Camellia sinensis from Wuzhou City [J]. Journal of Tea Science, 2022, 42(5): 601-609.
[2]	WU Jing, CHEN Nannan, HAN Menglin, CHEN Gao, LI Weiwei, ZHANG Shuxiang, JIANG Xiaolan. Isolation, Identification and Characterization of Aluminum-tolerant Growth-promoting Endophytic Bacteria in Tea Roots [J]. Journal of Tea Science, 2022, 42(5): 610-622.
[3]	GAO Jianjian, CHEN Dan, PENG Jiakun, WU Wenliang, CAI Liangsui, CAI Yawei, TIAN Jun, WAN Yunlong, SUN Weijiang, HUANG Yan, WANG Zhe, LIN Zhi, DAI Weidong. Comparison on Chemical Components of Yunnan and Fuding White Tea Based on Metabolomics Approach [J]. Journal of Tea Science, 2022, 42(5): 623-637.
[4]	ZHOU Hanchen, YANG Jihong, XU Yujie, WU Qiong, LEI Pandeng. Phylogenetic Analysis of NUDX1 Gene Involved in Geraniol Biosynthesis [J]. Journal of Tea Science, 2022, 42(5): 638-648.
[5]	CHEN Qiyu, MA Jianqiang, CHEN Jiedan, CHEN Liang. Genetic Diversity of Mature Leaves of Tea Germplasms Based on Image Features [J]. Journal of Tea Science, 2022, 42(5): 649-660.
[6]	LI Yanchun, WANG Hang, LI Zhaowei, YE Jing, WANG Yixiang. Ameliorative Effect of Several Measures on Soil Physicochemical Properties and Microbial Community Structures in Acidified Tea Gardens [J]. Journal of Tea Science, 2022, 42(5): 661-671.
[7]	WANG Feng, CHEN Yuzhen, WU Zhidan, YOU Zhiming, YU Wenquan, YU Xiaomin, YANG Zhenbiao. Effects of Organic Management Mode on Soil Fungal Community Structure and Functions in Tea Gardens [J]. Journal of Tea Science, 2022, 42(5): 672-688.
[8]	SUN Yue, WU Jun, WEI Chaoling, LIU Mengyue, GAO Chenxi, ZHANG Lingzhi, CAO Shixian, YU Shuntian, JIN Shan, SUN Weijiang. Screening of Tea Germplasm Resistant to Matsumurasca onukii and Dendrothrips minowai Priesner and Analysis of Resistance-related Factors [J]. Journal of Tea Science, 2022, 42(5): 689-704.
[9]	CHEN Yuhong, GAO Ying, HAN Zhen, YIN Junfeng. Analysis of the Saponin Contents and Composition in Tea Seeds of Different Germplasms [J]. Journal of Tea Science, 2022, 42(5): 705-716.
[10]	CHEN Hui, YANG Liling, CHEN Jinhua, HUANG Jian'an, GONG Yushun, LI Shi. Effect of Temperature-controlled Pile-fermentation on Aroma Quality of Primary Dark Tea [J]. Journal of Tea Science, 2022, 42(5): 717-730.
[11]	CHEN Ke, WANG Yuanzhu, YANG Xiaoying, ZHANG Dongying, ZHU Qiangqiang. Preparation of Nanoparticules with Chitosan Complexed β-lactoglobulin Loaded EGCG and their Effects on Blood Glucose in Diabetic Mice [J]. Journal of Tea Science, 2022, 42(5): 731-739.
[12]	LI Zheng, LIU Ding, HUO Zenghui, CHEN Fuqiao. Analysis on the Competitiveness and Complementarity of Tea Trade between China and RCEP Members [J]. Journal of Tea Science, 2022, 42(5): 740-752.
[13]	YU Rongxin, ZHENG Qinqin, CHEN Hongping, ZHANG Jinsong, ZHANG Xiangchun. Recent Advances in Catechin Biomedical Nanomaterials [J]. Journal of Tea Science, 2022, 42(4): 447-462.
[14]	WANG Yuyuan, LIU Renjian, LIU Shaoqun, SHU Canwei, SUN Binmei, ZHENG Peng. Expression Analysis and Functional Identification of CsTT2 R2R3-MYB Transcription Factor in Tea Plants [J]. Journal of Tea Science, 2022, 42(4): 463-476.
[15]	LI Jing, LIN Cairong, HUANG Yan, DENG Xuming, WANG Yiqing, SUN Weijang. Effects of Tea Polyphenols on Agrobacterium-mediated Plant Genetic Transformation System [J]. Journal of Tea Science, 2022, 42(4): 477-490.