摘要
【目的】考察消费者购买蓝莓产品的意愿及其影响因素。【方法】采用Logistic计量模型,设计变量,对消费者购买蓝莓产品的意愿及其影响因素进行分析。【结果】多种因素影响消费者购买蓝莓产品,其中消费者性别、家庭月收入、蓝莓产品口感、品牌形象、时尚宣传对消费者购买意愿有正向影响;而消费者婚姻状况、比较购买行为、对礼品、包装和保健品关注程度对消费者购买意愿有负向影响。【结论】选择性别、档次、功能作为标准进行市场细分,打造中、高端市场,进而加强消费者对于蓝莓产品的认知,拉动需求。
【Objective】On the basis of survey of consumers in Jilin Province,consumers＇ purchasing willingness and influencing factors on blueberry products were analyses in this paper.【Method】In terms of econometric model,the latest model-Logistic was utilized.【Result】 The results showed that the consumers＇ purchasing of blueberry products could be affected by many kinds of factors,among which the consumers＇ gender,family monthly income,taste of blueberry products,brand image and fashionable promotion had a positive effect on consumer＇s purchasing intention;and consumers＇ marital status,comparative purchasing behavior,attention degree to gifts,package and health products were negative.【Conclusion】According to the results,the consumers＇ cognition regarding the blueberry products should be strengthened,the blueberry market should be segmented by gender,quality and function,the mid-market and high-end market should be erected,then the demand for blueberry product will be increased.
出处
《中国农业科学》
CAS
CSCD
北大核心
2011年第2期423-431,共9页
Scientia Agricultura Sinica
基金
农业部公益性行业科研专项(3-40)
农业部948"十一五"重大专项(2006-G25)
