摘要
农产品连锁超市消费者的购买决策受诸多影响的因素,分析这些影响因素有利于推进农产品连锁超市的发展。本文通过随机抽样调查长沙市消费者获取数据,确定了对消费者的购买决策具有显著影响的16个因素,运用结构方程(SEM)和R型聚类分析法论证这16个因素对农产品连锁超市消费者购买决策的影响力,并以此为依据提出对策建议,为提升农产品连锁超市的经营管理水平和竞争能力提供参考。
There are many factors that affect consumers＇ buying decisions in chain supermarkets of agricultural produce. A- nalysis of these factors is helpful to the development of the supermarket chains. This paper gets data through a random sampling survey of consumers in Changsha City, from which 16 factors are identified as having significant influence on consumers＇ pur- chase decision. Using structural equation （SEM） and R type cluster analysis, the paper demonstrates the influencing effects that the 16 factors have on the purchasing decisions of consumers in agricultural produce supermarkets, based upon which countermeas- ures are suggested to provide reference for the improvement of the management and competitiveness of the supermarket chains.
出处
《财经论丛》
CSSCI
北大核心
2014年第2期85-89,共5页
Collected Essays on Finance and Economics
关键词
农产品连锁超市
消费者购买决策
影响因素
对策建议
the supermarket chain of agricultural produce
consumer purchase decision
influencing factors
counter- measure suggestion
