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

In: Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)

Author

Listed:
  • Xiaoyan Guo

    (Beijing University of Chemical Technology)

  • Zilei Bao

    (Beijing University of Chemical Technology)

  • Heda Zhang

    (Beijing University of Chemical Technology)

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.

Suggested Citation

  • Xiaoyan Guo & Zilei Bao & Heda Zhang, 2024. "Analysis and Modeling of Influential Factors Based on Consumer Ambivalence Attitude Theory," Advances in Economics, Business and Management Research, in: Zhikai Wang & Guijie Zhang & R. Ganesan & Abdul Hadi Zulkafli & Teh Sin Yin (ed.), Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024), pages 264-271, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-538-6_30
    DOI: 10.2991/978-94-6463-538-6_30
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