摘要
利用我国三层实木复合地板消费行为的调研数据,建立了包括家庭特征变量、信息了解渠道、消费心理和产品因素的logistic模型。研究发现,家庭月收入和受教育程度与消费者购买三层实木复合地板的意愿显著正相关,与年龄呈负相关,其中20～35岁的消费者是三层实木复合地板的主力军;从信息来源看,网络广告、设计师介绍、经销商介绍和电视广告与三层实木复合地板的购买意愿显著正相关,且影响程度依次降低。外部主客观因素,包括家庭装修预算、家人态度和经销商推荐对消费者购买三层实木复合地板意愿的影响较强,而内在因素包括消费品位和个人喜好弱于外部因素的影响。
Based on survey data of consumption of three-layer parquet,a logistic model has been built including several factors,such as family variables,information channels,consumer psychology and product characters.The research finds out that family income and education are significantly proportional to consumer＇s willingness to buy,but the factor of age is with the opposite.The young people between 20 and 35 years old are the main consumers.From the aspect of information channels,network advertisement,designer and dealers＇ introduction,and television advertising are positively related to consumer＇s willingness,to which the extent of influence gets weaker in turn.On the other hand,external factors,whether subjective or objective,such as family decoration budget,family attitudes and dealers＇ opinions have a stronger effect on consumer purchase;but internal factors,including consumer tastes and preferences affect it less.
出处
《北京信息科技大学学报（自然科学版）》
2012年第2期35-41,共7页
Journal of Beijing Information Science and Technology University
关键词
消费意愿
三层实木复合地板
营销渠道
消费行为
consumption willingness
three-layer parquet
marketing channels
consumer behavior
