Applications of structural equation modeling and mathematical statistics to the triggering mechanism of a class of liquors consumer behaviors in Sichuan province

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.

💡 Research Summary

The paper investigates the determinants of purchase behavior among current residents of Sichuan Province who consume the premium Chinese liquor Wuliangye. Using an online questionnaire (ID 284362158) that restricted participants to IP‑verified Sichuan addresses, the authors collected data from 312 respondents, predominantly members of Generation Z. The study integrates two well‑established theoretical frameworks—the Extended Theory of Planned Behavior (ETPB) and the Stimulus‑Organism‑Response (SOR) model—into a single hybrid structural equation model (SEM).

In the measurement model, three exogenous latent constructs are operationalized: Consumer Ethnocentrism (ConsEth), Environmental Stimulus (EnvSt), and Perceived Behavioral Control (PBC). Two endogenous latent constructs are Perceived Value (PerV) and Purchase Behavior (PB). Each construct is measured by 4–5 Likert‑type items, and reliability (Cronbach’s α > 0.80) and validity (KMO = 0.87, Bartlett p < 0.001) are confirmed through exploratory and confirmatory factor analyses.

The structural model tests six hypotheses: (H1) EnvSt → PerV, (H2) PerV → PB, (H3) ConsEth → PB, (H4) ConsEth → PerV, (H5) EnvSt → PB (direct), and (H6) PBC → PB. Maximum‑likelihood estimation yields the following significant path coefficients: EnvSt → PerV (β = 0.42, p < 0.001), PerV → PB (β = 0.35, p < 0.001), ConsEth → PB (β = 0.21, p < 0.01), and ConsEth → PerV (β = 0.18, p < 0.05). The direct path from PBC to PB is non‑significant (β = 0.07, p = 0.12), and the direct EnvSt → PB path is marginal (β = 0.09, p = 0.08).

Bootstrapped mediation analysis (5,000 resamples) confirms that the indirect effect EnvSt → PerV → PB is significant (indirect = 0.15, 95 % CI