消费者对转基因食品购买意愿的形成:理论与量表设计

基于计划行为理论,构建了消费者对转基因食品购买意愿形成的理论模型。认为,消费者对转基因食品的购买意愿受到消费者对购买GMF的态度、主观规范、知觉行为控制、知觉困难、知觉道德规范、情感牵连和自我认同等7个因素的影响。在借鉴国外学者设计的量表基础上,经过对预调查数据进行项目分析和探索性因子分析,设计了用以验证理论模型的量表。

Formation of Consumer’s Intentions to Buy Genetically Modified Food:Theory and Design of Scales

Based on theory of planned behavior(TPB),this paper constructs the theoretical model of the formation of consumer’s intentions to buy genetically modified food.The model shows that consumer’s decision-making with regard to purchase of genetically modified food is affected by seven factors: consumer’s attitude towards genetically modified food,subjective norms,perceived behavioral control,perceived difficulty,moral norms,emotional involvement and self-identity.Based on scales by foreign scholars,this paper,after analyzing exploratory factors and pre-survey data,designs a questionnaire to empirically examine the theoretical models.