Applications of structural equation modeling and mathematical statistics to the triggering mechanism of a class of liquors consumer behaviors in Sichuan province
Ruofeng Rao
TL;DR
The paper develops a novel hybrid SEM that integrates the Extended Theory of Planned Behavior and Stimulus-Organism-Response frameworks to investigate drivers of premium liquor purchases in Sichuan. Using current-resident survey data, it demonstrates that environmental stimuli predominantly influence purchase behavior indirectly through perceived value, while consumer ethnocentrism directly boosts purchase intention and perceived behavioral control has limited impact. The study confirms specific mediated pathways, provides robust psychometric validation, and offers region-specific marketing recommendations, including e-commerce optimization and cultural localization. Although region-specific, the integrated ETPB-SOR model offers broad applicability for understanding regional premium product purchases and informs strategic decisions for Wuliangye in Sichuan and comparable markets.
Abstract
Structural Equation Modeling (SEM) systematically validated hierarchical pathways among multiple factors by constructing a dual framework integrating latent variable measurement and path analysis, utilizing covariance matrices derived from online questionnaires of Wuliangye consumers in Sichuan Province. Statistical analysis quantified path coefficient significance through maximum likelihood estimation, revealing via factor loadings and goodness-of-fit tests that consumer ethnocentrism directly promotes purchase intention, while simultaneously refuting the null hypothesis regarding perceived behavioral control-thus deconstructing the "trigger-transmission" causal chain among variables. Crucially, SEM findings revealed environmental stimuli as the predominant factor, indirectly influencing purchasing behavior through perceived value, contrary to existing literature asserting equal impacts from consumer ethnocentrism, environmental stimuli, and perceived behavioral control. Statistical evidence further demonstrated higher online purchase frequency for premium Wuliangye liquor, aligning with Generation Z's e-commerce preferences. By implementing stricter website-based participant screening than prior studies, this research optimized the analytical model, yielding data-driven strategic recommendations: strengthening e-commerce platforms, enhancing promotional expertise, leveraging cultural localization, and prioritizing premium product development. These actionable insights significantly advance sales optimization strategies for Wuliangye products in Sichuan's dynamic market.