Analysis and Modeling of Influential Factors Based on Consumer Ambivalence Attitude Theory

--Take Beijing Prepared Foods Market as an Example

DOI

10.2991/978-94-6463-538-6_30How to use a DOI?

Keywords

Prepared foods; Consumer ambivalence; Marketing strategy

Abstract

Based on ambivalence theory, this paper proposes a model of five types of factors affecting the ambivalence of consumers of prepared foods, surveys and collects questionnaires from the Beijing population, and at the same time applies the innovative and optimized ambivalence objective measurement formula for data collection and processing, and verifies that the price sensitivity, brand emotion, consumer knowledge, long-term outcome considerations, and subjective norms have a significant negative impact on consumers’ ambivalence, of which the price sensitivity has the greatest impact and the subjective norms the least. The influence of price sensitivity is the largest, and subjective norms are the smallest. The conclusion of the study provides a theoretical basis and formula optimization direction for further research on consumers’ ambivalence and purchase intention, and also provides management insights for prepared vegetable enterprises.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoyan Guo
AU  - Zilei Bao
AU  - Heda Zhang
PY  - 2024
DA  - 2024/10/01
TI  - Analysis and Modeling of Influential Factors Based on Consumer Ambivalence Attitude Theory
BT  - Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)
PB  - Atlantis Press
SP  - 264
EP  - 271
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-538-6_30
DO  - 10.2991/978-94-6463-538-6_30
ID  - Guo2024
ER  -