The Impact Of Consumption Value On The Purchasing Behavior Of Liquid Milk Consumers In Heilongjiang Province

With the continuous development of the market economy,the competition among liquid milk enterprises has become increasingly fierce.At the same time,the purchasing behavior of liquid milk consumers is becoming increasingly rational.In this state,consumers of liquid milk companies have lost and transferred.Studies have shown that people aged 18-35 have continued to decline in dairy consumption for six years.So how to make liquid milk consumers choose their own products into liquid milk companies urgently solve the problem.At present,domestic and foreign scholars have studied more on consumer preferences,loyalty,etc.Few scholars have conducted research on the value of liquid milk consumption.Therefore,from the perspective of the consumption value of liquid milk,this paper studies the effect of liquid milk consumption value on the purchase behavior of liquid milk consumers in Heilongjiang.Based on the research foundations of domestic and foreign scholars,a questionnaire on the consumption value of liquid milk was designed to investigate the consumers of liquid milk in Heilongjiang Province.Exploratory factor analysis method was used to explore the five dimensions of the liquid milk consumption value as liquid.Milk functional value,social value of liquid milk,emotional value of liquid milk,cognitive value of liquid milk,and value of liquid milk condition.Then,the purchase intention of liquid milk and the purchase behavior of liquid milk are used as the first-level indicators to construct a purchase behavior model based on the consumption value of liquid milk.The specific process is as follows:First of all,a pre-research on liquid milk consumers in Heilongjiang province was conducted to communicate with the consumers of liquid milk in Heilongjiang Province,and modifications were made to the problems in the questionnaire to lay a foundation for formal investigation.In this paper,formal surveys have used online surveys and 580 questionnaires have been returned,including 503 valid questionnaires.Secondly,descriptive statistical analysis,reliability and validity analysis,exploratory factor analysis,correlation analysis and structural equation model analysis were performed on the data using SPSS21.0 and Amous21.0 software.Again,through the above analysis,the following results are obtained:(1)The standardized estimates of the influence of the five dimensions of liquid milk consumption on consumers’ willingness to purchase liquid milk are 0.298,0.158,0.184,0.151,and 0.157,respectively,and the P values are all less than 0.05.,indicating that there is a significant positive effect between the two.(2)The normalized estimates of the influence of the five dimensions of the liquid milk consumer value on the purchase behavior of liquid milk consumers are respectively 0.152,0.111,0.093,0.095,and 0.095,and the P values are all less than 0.05,indicating a significant positive correlation between the two.Impact.(3)The estimated value of the consumers’ willingness to purchase liquid milk on the purchase behavior of liquid milk consumers is 0.36 and the P value is less than 0.05,which indicates that the purchase intention of liquid milk consumers has a significant positive effect on the purchase behavior of liquid milk consumers.(4)It is found that purchase intention plays an intermediary role between functional value and purchase behavior;purchase intention plays an intermediary role between social value and purchase behavior;purchase intention plays an intermediary role between emotional value and purchase behavior;purchase intention is recognized There is an intermediary role between the value of knowing and the purchase;the willingness to purchase plays an intermediary role between the value of condition and the purchase behavior and F(functional value)—>PI(purchase of purchase)—>PB(purchase behavior),S(social value)—>PI—>PB,EM(Emotional Value)—>PI—>PB,C(Cognitive Value)—>PI—>PB,EP(Conditional Value)—>PI—>PB,at 95% confidence level Both the LLCI method confidence interval and the ULCI method confidence interval were not 0,demonstrating that there are mediating effects between the 5 dependent variables and the 2results.Finally,for the results of empirical analysis,we propose a strategy to promote the purchase of liquid milk by liquid milk consumers in Heilongjiang Province.(1)Strengthen the functional value of liquid milk(2)Reveal the social value of liquid milk(3)Pass the emotional value of liquid milk(4)Increase the cognitive value of liquid milk(5)Increase the value of liquid milk condition.