Explaining Fruit and Vegetable Intake Using a Consumer Marketing Tool
Explaining Fruit and Vegetable Intake Using a Consumer Marketing Tool
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DOI：
10.1177/1090198108322820
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发表时间：
2009-10-01
影响因子：
4.2
通讯作者：
Lance, Charles E.
中科院分区：
文献类型：
--
作者：
Della, Lindsay J.;DeJoy, David M.;Lance, Charles E.
为了响应重塑5天果蔬活动的呼声，这项研究评估了VALS(TM)的效用，VALS(TM)是一种基于消费者的受众细分工具，它将美国人口划分为生活方式相似的群体。这项研究在1,588名美国成年人的横断面样本中，考察了计划行为理论(TPB)结构的影响是否在VALS组之间存在差异。在多组结构方程模型中，VALS受众组变量调节了潜在的TPB关系。态度、主观规范和感知的行为控制可以解释5个不同VALS组中食用水果和蔬菜意愿差异的57%到70%。感知的行为控制和意图也预测自我报告的消费行为(R-2=20%到71%在VALS组)。计算双变量z检验以确定不同组间参数估计的统计学差异。其中9个变量的z检验具有统计学意义(p
In response to calls to reinvent the 5 A Day fruit and vegetable campaign, this study assesses the utility of VALS (TM), a consumer-based audience segmentation tool that divides the U. S. population into groups leading similar lifestyles. The study examines whether the impact of theory of planned behavior (TPB) constructs varies across VALS groups in a cross-sectional sample of 1,588 U. S. adults. In a multigroup structural equation model, the VALS audience group variable moderated latent TPB relationships. Attitudes, subjective norms, and perceived behavioral control explained 57% to 70% of the variation in intention to eat fruit and vegetables across 5 different VALS groups. Perceived behavioral control and intention also predicted self-reported consumption behavior (R-2 = 20% to 71% across VALS groups). Bivariate z tests were calculated to determine statistical differences in parameter estimates across groups. Nine of the bivariate z tests were statistically significant (p