植物基人造肉产品购买意愿及影响因素--基于武汉市消费者的实证分析

为深入了解植物基人造肉市场快速发展背景下国内消费者对人造肉产品购买的意愿及影响因素,以武汉市202位消费者调研数据为样本,构建了消费者人造肉食品购买意愿研究模型。研究发现,消费者的感知体验和感知信任对购买意愿的影响显著,但感知有用性并未对消费者购买意愿产生显著影响。价格制定、技术风险和口感风味等因素通过影响消费者感知特性间接对消费者购买意愿产生作用。其中,价格制定对消费者感知特性影响最为显著,技术风险和口感风味对消费者感知特性影响次之。该研究有助于更好地了解国内一线城市消费者对人造肉产品的购买意愿及关切。研究结论可为人造肉生产商更好地研发产品,为零售企业激发消费端的购买热情提供借鉴。

Purchasing intention and influencing factors of plant-based meat product:An empirical study of consumers in Wuhan

With the rapid development of plant-based meat market,in order to gain insight into consumers’purchasing intention and the influencing factors,a research model of consumers’plant-based meat purchasing intention was constructed in this paper by using the survey data of 202 consumers in Wuhan as a sample.Results showed that perceived characteristic,such as consumers’perceived experience and perceived trust have a significant impact on their purchase intention,while perceived usefulness does not have a significant impact on consumers’purchase intention.Product properties such as price setting,technical risk,and flavor indirectly affect consumers’purchase intention by influencing consumers’perceived characteristic.Price setting has the most significant impact on consumers’perception characteristic,followed by technical risk and flavor.This research helps to better understand consumers’willingness and concern to purchase plant-based meat products in first-tier cities.The research conclusions can provide reference for plant-based meat manufacturers to better develop products and for retail companies to stimulate consumers’purchase enthusiasm.