An empirical research on soybean oil consumption based on perceived value

The continuous increase of soybean imports takes a big threat to the enterprises which use domestic soybean in production. Based on the theories, this paper analyzes the dimensions of the perceived value of soybean oil and investigates their effect on consumer behavioral intentions. The result shows the safe value, functional value and perceived cost have significant positive effect on repeat purchase; the safe value and functional value influence word-of-mouth positively; the effect of conditional value on both repeat purchase and word-of-mouth is not significant.