Empirical Study On The Brand Rice Purchase Intention Of Urban Consumers

Rice,as a kind of important basic ration for the residents of our country,plays an irreplaceable role in the stability and development of national economy.Influenced by the level of economic and social development,the requirement of urban consumers for quality of life is higher and higher.Therefore,the safety and quality of rice is becoming more and more important.However,there are still many problems in the rice consumption market,such as the change of residents' rice consumption habits,the frequent problems of rice quality and safety,the high price of high-end rice and so on,which keep the consumption market back from further deepen development.Under such a background,this study explores the intention of urban consumers to purchase brand rice,which is of great significance to understand the future development of China's rice consumption market.Based on the theory of extended planning behavior.With the support of previous literature and theoretical foundation,we can learn from the related research results,which provides a great help for this research.Based on this,a formal questionnaire was compiled after analyzing the results of the pretest questionnaire.The questionnaire data obtained from 388 Haikou consumers,this paper studies the relationship between urban consumers'purchase intention and their attitude,subjective norm,perceived behavioral control,past experience and habit.Through the software of SPSS 24.0 and SmartPLS 3.0,the descriptive statistic analysis,the difference analysis,the correlation analysis between variables,and the PLS analysis of the extended TPB model,the following main conclusions are obtained:(1)attitude has no significant effect on purchase intention;(2)the subjective norm has a significant positive effect on the purchase intention;(3)the perceived behavioral control has a significant positive effect on purchase intention;(4)the past experiences and habits has a significant positive effect on purchase intention;(5)In sample individual characteristics,some characteristics have significant influence on purchase intention.Finally,in the context of theoretical basis and empirical research,this paper puts forward some suggestions to relevant enterprises and departments.Finally,under the background of theoretical basis and empirical research conclusions,this paper puts forward some suggestions to relevant enterprises and departments:Guarantee the quality of rice and respect the consumption preference;Build good brand reputation;Improve consumers' cognition of products;Implement differentiated marketing;Establish integrated production and marketing channels.