王宏阳 马骥 何丹

    摘 要：通过荟萃分析得出在食品购买意愿中贡献度较高的变量，进而对休闲豆干购买意愿的影响因素进行实证分析，为提高消费者对休闲豆干的购买意愿提供参考建议。通过荟萃分析方法，对24篇相关领域的高质量实证文献进行综合分析后，将心理特征因素(感知体验、感知信任、感知价值、感知质量、感知风险、态度和需求)、人口学特征因素(年龄、学历)、产品特征因素(标签、品牌建设)等重要变量纳入对休闲豆干购买意愿的调查问卷中，经过统计分析后发现购买意愿与感知价值、需求、学历、品牌建设显著正相关；与感知风险、年龄显著负相关。最后以研究结果为基础，结合实际情况为休闲豆干企业的发展提供建议。

    关键词：休闲豆干；食品；影响因素；购买意愿

    Research on Influencing Factors of Food Purchase Intention of Leisure Bean Dried

    ——An Empirical Study Based on Shaoyang City

    WANG Hongyang， MA Ji， HE Dan

    (Shaoyang University， Shaoyang 422000， China)

    Abstract： Through meta-analysis， variables with high contribution to food purchase intention were obtained， and then empirical analysis was conducted on factors influencing the purchase intention of leisure bean dried， so as to provide reference suggestions for improving consumers purchase intention of leisure bean dried. After a comprehensive analysis of 24 high-quality empirical literatures in related fields by meta-analysis method， psychological characteristics (perceived experience ......