消费者油茶籽油购买意愿双系统协同影响机理

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中图分类号：S794.4 文献标志码：A 文章编号：1673-923X（2025）11-0219-08

Synergistic influence mechanism of dual systems on consumers'purchase intentionofCamellia oleiferaoil

ZHANGKun，WANGCongpei，YUANBaolong，TANYuxuan

（HunanInstituteofreenevelopment，CentralouthUversityofForestryTchologyhangsha4oo，Hunania）

Abstract：【Objective】Thisstudyaimstoevealthesynergisticpathwaysinfluencingconsumers’purchaseintentionforCamelia oleiferailbyinvestigatingthedalsystemtransmissonmechanismofaltheliefndperceedvalueekstoproidtoetcal supportforactivatingmarketdemandandoptimizingtheindustrialsupplystructureinthecontextofevolvinghealthconsumption trends.【Method】Adua-systemmodelintegratingthehealthbeliefmodelandperceivedvaluetheorywasdeveloped，andtedirect efectofealthbeliefsonpurchaseintentionandthemediatingoleofperceivedvalue wereempiricallytestedbyusingthestructural equation model.【Result】1） Health belief exhibited significant positive effects on purchase intention （β=0.365 P<0.01 ，with perceived value mediating 60.67% ofthisrelationship;2） Functional value emerged as the strongest rational pathway （β=0.276 P< 0.01），while green value showed insignificant mediation （β=.0.035 ）.Digital interaction value （β=0.201） and emotional value （β=0.172） 0 significantly mediated emotional system efects，contrasting with non-significant social value transmission （β=-0.05） ；3）TheProcess macrowasintegratedwithBootstrapresampling（5Ooeplications），andtheresultsremainedrobust.【Conclusion】Theual-sytem mechanismoperatestoughfunctionalvalue（atioalcognition）andemotional/digitalteractiovalue（emotionalexperiene）ile green/socialvaluepathwaysemaiuderdevelopdMarketstrategiessouldproritealthducatio，digitalseariodevelont andemotionalbrandingtonancevalueperceptionandpromotesupply-demandcordinationintheCameliaoleiferaoilidustry.

Keywords：Camelliaoleiferaoil;healthbelief;perceivedvalue;purchaseintention

自20世纪90年代以来，我国食用油消费量大幅增长，从1990年每人每年 12.0kg 增加到2022年的 26.6kg 。（剩余12814字）