A Study On The Purchase Intention Of Genetically Modified Food Based On Perceived Value

In view of the fact that the research and development of Genetically Modified Food(GMF)has brought great benefits to mankind,including social,economic and ecological benefits,it has important research value.But at the same time,its security controversy has intensified.Frewer,a foreign scholar,proposed in 2002 that when consumers are at risk of uncertainty,they often exaggerate the risks they face and even generate panic and influence others' perception of the risk of genetically modified foods.Perceived value as the consumer's perception of the value of the product or service,can adjust the consumer's intention to buy and then can affect their purchase behavior,Therefore,the research on the perceived value and purchase intention of GM food consumers will affect the relevant decision made by the government,thus affecting the industrialization and commercialization of genetically modified foods,which has important scientific value.Therefore,this paper takes the perceived value of the consumers of genetically modified food as the breakthrough point,and takes the three variables of perceived product quality,purchase cost and perceived risk as the forever variables to measure the perceived value,And the combination of previous research and the characteristics of genetically modified foods,The perceived value is divided into four dimensions:functional value,emotional value,social value,economic value,Respectively,to study the impact of each dimension on the consumer's willingness to buy,Then,with the word of mouth of the transgenic soybean oil as a regulatory variable,On the basis of constructing the measurement model of the perceived value of the transgenic food consumers on the purchase intention,Develop a mature scale for the study variables,And through the field research to obtain the required research data,Analyze the recovery data,Finally,through empirical analysis,in-depth study of perceived value of the causes,perceived value,willingness to buy the three variables between the correlation,And the consumer's taste of the transgenic soybean oil as a regulatory variable,to study whether it has a regulatory effect between consumer perceived value and purchase intention.Through research,this paper mainly draws the following conclusions:First,the perceived product quality,perceived risk,both have significant effects on perceived value four dimensions(functional value,affective value,social value,and economic value).But the purchase cost significantly affected the emotional value and social value,the functional value and economic value of the impact is not significant.Second,Perceived product quality and perceived risk of these two ex ante variables significantly affect the willingness of consumers to purchase genetically modified food,but the purchase cost of this anterior variable on the purchase intention and the impact is not significant.Third,the emotional value,social value and economic value in the four dimensions of perceived value have a significant positive impact on the purchase intention.Among them,the emotional value of the purchase of the greatest impact,followed by economic value and social value,but the functional value of consumer purchasing intention is not significant.At last,the word of mouth of transgenic soybean oil plays a regulatory role in the sense of perceived value(functional value,social value and economic value)affecting the willingness to buy,That is,the positive word of genetically modified food will promote the formation of consumer purchasing intentions,negative word of mouth will inhibit the formation of consumer purchasing intentions.But the word of mouth of transgenic soybean oil in the emotional value of the role of the purchase will not play a regulatory role.Based on the above conclusions,this paper puts forward the corresponding policy suggestions from the following five aspects:the transgenic technology and food to implement strict safety technology testing and supervision,increase the transgenic technology research and personnel training,enterprises should strive to enhance brand credibility,pay attention to the role of authoritative media,encourage consumers to actively participate in significant decisions about genetically modified genes.Which provides a theoretical basis for the government to put forward relevant policies to improve the perceived value of GM food consumers and promote the formation of purchase intention,thus promoting the healthy and sustainable development of transgenic technology and food industry.