摘要
为了了解直接影响网络营销发展的各种因素与种植户的参与意愿,笔者实地调查了长沙市跳马镇花卉苗木种植户参与网络营销的情况和意愿,对花卉苗木种植户网络营销的意愿及其影响因素进行了分析,并构建了二元Logistic模型进行分析。结果表明:在15个被调查的影响因素(变量)中有7个变量对花卉苗木种植户参与网络营销的意愿有显著性影响,其中家庭种植花卉苗木人数(X_(5))为显著相关,性别(X_(1))、年龄(X_(2))、种植花卉苗木年数(X_(7))、家里是否接入网络(X_(8))、网络购物频率(X_(10))和对花卉苗木网络营销宣传与推广情况(X_(13))达极显著相关;并有针对性地提出了创新人才激励政策、鼓励青年返乡发展,加强政府扶持力度,调动种植户积极性;加强网络基础设施建设,全方位推动互联网发展;加大宣传推广力度,积极开展网络营销等建议,可为跳马镇花卉苗木种植户开展网络营销提供参考与借鉴。
In order to understand the various factors that directly affect the development of online marketing and the growers’willingness to participate in online marketing,we have investigated the situation and willingness of flowers and seedlings growers in Tiaoma Town,Changsha City and analyzed the influencing factors by establishing the binary logistic model.The results show that among the 15 investigated influencing factors(variables),7 variables have significant impacts on flowers and seedlings growers’willingness to participate in online marketing.Detailedly,the number of flowers and seedlings growers in a family(X5)is significantly correlated with the growers’willingness to participate in online marketing;gender(X_(1)),age(X_(2)),years of planting flowers and seedlings(X_(7)),the status whether the family has accessed to the Internet(X_(8)),frequency of online shopping(X_(10)),and the propaganda and popularization status of flowers and seedlings online marketing(X_(13))are extremely significantly correlated with the growers’willingness to participate in online marketing.Accordingly,we propose to innovate talents incentive policies,encourage young people to return to their hometowns for development,strengthen government support,mobilize growers’enthusiasm,strengthen network infrastructure construction,comprehensively promote Internet development,increase publicity and promotion,and actively carry out network marketing.Those suggestions can provide reference for the flowers and seedlings growers in Tiaoma Town to carry out online marketing.
作者
孙静
肖建武
龚珈民
SUN Jing;XIAO Jian-wu;GONG Jia-min(Business College,Central South University of Forestry and Technology,Changsha 410004,PRC;Hunan Biting Seedling Professional Cooperative,Changsha 410123,PRC)
出处
《湖南农业科学》
2021年第6期106-112,共7页
Hunan Agricultural Sciences
基金
湖南省创新型省份建设专项(2020NK4126)
长沙市农业科技特派员计划项目(kq2002049)。
关键词
花卉苗木
种植户
网络营销
意愿
影响因素
跳马镇
flowers and seedlings
growers
network marketing
willingness analysis
influence factors
Tiaoma Town
