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- 저자 : ZHIHAO LIU (검색결과 1 건)
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ZHIHAO LIU 가천대학교 일반대학원 2022 국내박사
Since the outbreak of COVID-19, local governments have responded to the call of the government and successively introduced measures to restrict the entry of closed communities, traffic control, stop production, waiting for work, family isolation, and home office. Therefore, different industries have been impacted to a certain extent, among which the agricultural product industry is also inevitable.Xu Wencheng (2017) pointed out that Chinese consumers also have an increasing demand for the quality of agricultural products transported in the COVID-19 epidemic.The No.1 document of the CPC Central Committee in 2021 clearly pointed out that the quality of agricultural products and food safety level should be comprehensively improved.At the same time, with China's grain output growing year after year, the enhancement of national economic strength, the upgrading of national consumption capacity, and the improvement of residents' environmental protection and health awareness, people no longer worry about the quantity and insufficient supply of agricultural products, but pay more attention to the quality and safety of agricultural products.Green products of agricultural are becoming more and more favored by the public with their unique safety and health characteristics.This paper mainly explores the influence of consumers' health awareness of green products of agricultural, consumer subjective norms and the traceability of green products of agricultural, and introduces the Stimulus-Organism-Response (S-O-R) theory, thus exploring the mutual influence relationship between these influencing factors and perceived value and willingness to purchase them.The first issue mainly studied in this paper is the relationship between consumer health awareness, subjective norms, and the traceability of green products of agricultural and consumers' perceived value of green products of agricultural.The second problem is the relationship between consumers 'perceived value of green products of agricultural and consumers' purchase intention green products of agricultural.The third question is whether the epidemic, as an environmental perceived risk, plays a regulatory role between consumers 'perceived value of green products of agricultural and consumers' purchase intention green products of agricultural.To answer these questions, this paper builds the research framework model and raises relevant assumptions based on SOR theory.The research method used in this paper is mainly literature method and questionnaire method. Taking the green products of agricultural consumers as the main research object, the data were collected by questionnaire, a total of 351 valid questionnaires, and then the SPSS26 software was used to analyze the test data and verify the hypothesis, so as to draw the research conclusion and complete the writing of this article.
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