An Empirical Study On Consumer Behavioral Intentions Of Soybean-Oil Based On Customs Perceived Value

In recent years, the Chinese soybean import has sharply rised year by year. Domestic oil processing enterprises which used Non-GMO soybean as raw material has been facing the fierce market competition. Soybean oil was one of the most common soybean products, and was widely used in daily cooking. We could say that, the consumers'knowledge of the soybean oil and attitude to the soybean oil determined the business behavior of the domestic oil processing enterprises to a certain extent.Based on the theory of customs perceived value, first, this paper analyzed the dimensions of the perceived value of soybean oil, and defunded four dimensions of perceived value, they were"functional value","safe value","conditional value"and"perceived cost". In addition, this paper also analyzed the consumer behavioral intentions of soybean oil. As a result, the"repeat purchase"and"word-of-mouth"were determined as two variables. Second, according to the research background, nine hypotheses were assumed, one of them was the perceived value of soybean oil included the conditional value of ethnocentrism, the other eight were the effect of perceived value on consumer behavioral intention. a model which used for testing above hypotheses was also proposed. Last, through an meticulous empirical research method and data analysis, the night hypotheses were tested. Based on the test, this paper in the end analyzed the dimensions of the perceived value of soybean oil and investigated their effect on consumer behavioral intentions. The results were shown below:The"conditional value"derived from consumer ethnocentrism exists for soybean oil but this value didn't has significant effect on"repeat purchase"and"word-of-mouth", it showed that different customers had different perceptions to the dimension. The"safe value","functional value"and"perceived cost"all have significant positive effect on"repeat purchase"while"safe value"was the strongest,"perceived cost"was the worst."safe value"and"functional value"both have remarkable positive effect on"word-of-mouth"and the former is stronger. But the effect of"perceived cost"was not significant.Based on the above conclusions, this paper proposed some marketing advice which the domestic oil processing enterprises could effectively used for participating in the market competition.