Research On Organic Rice Purchasing Behavior Based On Goal Frame Theory

With the improvement of the living standard of Chinese residents,consumption habits and consumption patterns have gradually changed,and higher requirements have been put forward for safety,quality,nutrition and taste in the aspect of food selection.Organic rice is recognized as a safe food because it is grown in a natural and organic manner without the use of agricultural chemicals.Therefore,the consumption of organic rice meets the demand of residents in the aspect of consumption upgrading.Moreover,by studying consumers’ purchase of organic rice,we can broaden the research ideas in the field of organic consumption behavior,and provide a new research perspective and direction for in-depth research on the development law of organic market.The main research work of this thesis is as follows:(1)This thesis statistically summarize the scale of planting,production and processing industry and consumption status of organic rice in China,and the main reasons affecting consumers’ purchase of organic rice were summarized and analyzed.Collected and summarized the literature on consumer behavior theory,and explained the influencing factors.(2)This thesis mainly use the goal-framing theory to analyze consumers purchase behavior of organic rice,and divides the purchase goal of organic rice into normative goal-frame,gain goal-frame and hedonic goal-frame,deeply analyzes consumers’ purchase motivation,and constructs a consumer purchase behavior model based on the goal-framing theory.(3)Then designed and developed the initial survey questionnaire,carried out the preliminary survey and the reliability and validity analysis of the measurement variables,and modified the formal survey questionnaire.Carried out questionnaires use the ways of online and offline,collected nearly 500 samples,and descriptive statistical analysis of the sample data was conducted with SPSS 24.0 software.The research hypothesis and the theoretical model of the article are verified by SmartPLS 3.0 combined with the sample data.The results are:(1)Consumer normative goal-frame has a significant impact on the formation of gain goal-frame and hedonic goal-frame.(2)Consumer objective framework has a significant positive effect on purchase intention and purchase behavior,and "quality credibility" of organic rice has a significant effect on purchase behavior.(3)The validity of the consumer buying behavior model based on the goal-framing theory is applicable,and this model has a highly explanatory analyze to the consumer buying behavior.Combining the above analysis,suggestions related to agricultural production and marketing enterprises to enhance internal and external influence deepen normative goal-frame,meet the happy and pleasant enjoyment in hedonic goal-frame,and improve the long-term benefits of gain goal-frame,attract the elderly and families with small children to consumption,improving the quality of organic rice products credibility.From this aspects to promote the product consumption,and then into corporate profits.