关 键 词 :预制菜;购买意愿;结构方程模型学科分类:经济学--商业经济学
2023年中央“一号文件”首次提出“预制菜产业发展问题”,明确提升产业标准化和规范化水平,培育发展预制菜产业。随着社会生活节奏的加快,以及“懒人效应”思想的流行,我国预制菜市场快速发展壮大。为了解消费者对C端中餐菜肴类预制菜购买意愿,通过回收1056份问卷,构建结构方程模型来深入探讨中餐菜肴类预制菜的购买意愿影响因素。研究结果表明:消费者对预制菜的态度、主观规范、知觉行为控制对购买意愿有直接影响作用,其中态度对购买意愿的影响最大,知觉行为控制对购买意愿的影响受到食品安全关心的负向调节。
In 2023, the Central Committee of China released the first "Number One Document" addressing the development issues of the pre-made food industry, explicitly emphasizing the improvement of industrial standardization and regulation, as well as the cultivation and development of the pre-made food industry. With the acceleration of social life pace and the popularity of the "lazy person effect" mindset, China's pre-made food market has experienced rapid growth. In order to understand consumers' willingness to purchase pre-made food dishes of Chinese cuisine at the consumer end, a total of 1056 questionnaires were collected to construct a structural equation model to explore the influencing factors of consumers' purchasing intention towards pre-made food dishes of Chinese cuisine. The research results indicate that consumers' attitude towards pre-made food, subjective norms, and perceived behavioral control have a direct impact on their purchasing intention, with attitude having the greatest influence. Perceived behavioral control's impact on purchasing intention is negatively moderated by concerns about food safety.