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本文将社会心理学的经典理论——公众情境理论和理性行为理论引入消费者对草本产品认知态度的研究中,通过问卷调查考察受众对草本产品健康理念的认知态度,探讨了消费者对草本产品健康理念的态度和行为预测的作用机制。通过行为预测模型发现,相比问题认知和约束认知,卷入度是信息获取的最强预测因素;主观规范和态度都与购买行为意图有强的正相关关系,其中态度是行为意图的最强预测因素。加入信息获取变量后综合模型是可行的;其中,态度依然是与行为意图最显著相关的因素,信息获取也成为了行为意图的预测变量。
In this paper, the classic theories of social psychology, the public situational theory and the theory of rational behavior, are introduced into consumers’ research on the cognitive attitude of herbal products. The questionnaires are used to investigate the audience’s cognitive attitudes toward the health concept of herbal products, Herbal products, the concept of health attitudes and behavioral prediction mechanism of action. Through the behavioral prediction model, it is found that the involvement degree is the strongest predictor of information acquisition compared with the problem cognition and constraint cognition. Both the subjective norms and attitudes have a strong positive correlation with the purchase intention, in which attitude is the intention of behavior The strongest predictor. It is feasible to add the information to the post-synthesis model. Among them, attitude is still the most significant factor related to the intention of behavior, and information acquisition also becomes the predictor of behavior intention.