A Structural Equation Modeling Study on Consumers’ Willingness to Pay a Premium under the Coupling of Multi-Dimensional Channel Characteristics and Perceived Value

Abstract

Based on the context of consumers purchasing regionally branded fruits, this study constructs a comprehensive analytical framework that incorporates sales channel characteristics, perceived value, and willingness to pay a premium. Structural Equation Modeling (SEM) is employed to systematically depict multidimensional latent variables and their path relationships. By integrating factors such as cost rationality, channel convenience, service quality, and perceived risk, and introducing mediating mechanisms of quality value, economic value, and emotional value, the model achieves a unified estimation of both direct and indirect effects. Empirical results indicate that the model effectively reveals the mechanisms of multi-factor interactions. Specifically, cost rationality and service quality exert positive influences on willingness to pay a premium through multiple pathways, while risk factors exert a negative influence by suppressing perceived value, demonstrating significant structural transmission characteristics. Compared to traditional regression methods, the constructed SEM model offers greater explanatory power and generalizability in handling relationships among multiple latent variables and mediating effects, providing a generalizable analytical framework for research on multi-channel consumer behavior and value perception.