Abstract: In recent years,the yogurt has been maintaining a fast growth rate in China's dairy market.With the dual pull of people's health consciousness and the upgrading of consumption demand,the yoghurt market continues to develop towards segmentation,showing a strong ability of innovation and development potential. Yogurt manufacturers are becoming increasingly competitive. Based on the above background,this paper explored the purchase intention of yogurt consumers from the perspective of consumption value,386 questionnaires were collected through research,and a structural equation model was constructed based on consumption value theory. The results showed that functional value,emotional value,cognitive value and conditional value all have a significant positive effect on consumers' intention to purchase yoghurt,while social value has no significant effect on yogurt purchase intention. Combined with the results of this paper's empirical study,it was proposed that Chinese yogurt companies should increase their technological research and development,continuously innovate product categories,explore extended consumption scenarios,improve consumption experience and increase consumers awareness of the product.

Key words: yogurt, consumption value, purchase intention