Research Article
Research on Influencing Factors of Consumption and Purchase Intention of Camellia Oil in Coastal Areas Based on Logistics Model
Table 1
Reliability, validity, and exploratory factor analysis.
| Potential variable | Potential variable | Standard load | Cronbach’s alpha |
| Behavioral attitude (AB) | Camellia oil has high nutritional and healthcare value () | 0.577 | 0.656 | Camellia oil tastes good () | 0.378 | Camellia oil is clean and sanitary () | 0.468 | Camellia oil has high cost performance () | 0.635 | Subjective norm (SN) | Camellia oil has high quality and relatively reasonable price () | 0.543 | 0.658 | National authority certification will affect my purchase () | 0.685 | Experts’ opinions will influence my purchase () | 0.785 | The information spread by the media will affect my purchase () | 0.541 | My family’s opinions will influence my purchase () | 0.076 | My friends’ opinions will influence my purchase () | 0.258 | Income level restricts my purchase () | 0.269 | Have purchasing autonomy () | 0.295 | Perceptual behavior control (PBC) | Can identify the quality of camellia oil () | 0.502 | 0.578 | Convenient to buy camellia oil () | 0.438 | The certification mark cannot be recognized () | 0.513 | Buying inclination (BI) | Willing to buy camellia oil () | 0.815 | 0.837 | Meet my needs () | 0.875 | When purchasing edible oil, camellia oil will be selected () | 0.422 |
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