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Study on the Influence Mechanism of the New Retail Model on Consumers’ Willingness to Buy Snack Food in Guizhou

Wei Qian


The primary purpose of this study was to explore how customers select the optimal food channels. This study established a model according to the impact of the new retail model factors on consumers’ decision-making regarding the purchase of
fresh snack foods. The three research objectives were based on three primary objectives: to analyze the influence of consumers in
Guizhou on their willingness to buy snack food; to explore the influencing mechanism between the relationship between perceived
value, perceived risk, brand attitude, and purchase intention; to formulate targeted marketing strategies and provide highly referenced opinions for consumers of snack food to maintain and improve their willingness to purchase.


Influence Mechanism; New Retail Model; Snack Food

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DOI: http://dx.doi.org/10.18686/ahe.v6i15.5170