摘要
立足于当前我国丰富的金银花资源优势和现阶段的金银花产品市场,如何增强消费者对金银花产品的购买意愿,已经成为金银花产品产业链上下游企业面对的难题。以临沂市消费者为调研对象,运用消费者计划行为等理论构建二元logistic回归模型,并借助百度指数平台进行问卷的设计与修改,研究消费者对中医药材中的金银花产品购买意愿的影响。实证结果表明:消费者自身的健康意识、对金银花产品的认知水平以及产品属性正向影响其购买意愿。进一步研究发现,消费者对金银花产品的价格敏感度和信任度会显著影响其购买意愿,外界客观因素也是影响消费者购买金银花产品的重要因素。
Based on current China’s abundant honeysuckle resources and honeysuckle product market,how to enhance consumers’willingness to buy honeysuckle products has become a difficult problem for upstream and downstream enterprises of honeysuckle product industry chain.Taking the consumers in Linyi City as the research object,the binary logistic regression model is constructed with the theory of consumer planning behavior,and the questionnaire is designed and modified with the help of Baidu index platform to study the influence of consumers on purchasing intention of honeysuckle products in traditional Chinese medicine.The empirical results show that consumers’health awareness,cognitive level of honeysuckle products and product attributes positively affect their purchase intention.Further research shows that consumers’price sensitivity and trust in honeysuckle products will significantly affect their purchase intention,and so do other external objective factors.
作者
许敬阳
赵文博
彭武良
刘国栋
XU Jingyang;ZHAO Wenbo;PENG Wuliang;LIU Guodong(School of Economics and Management,Yantai University,Yantai 264005,Shandong,China)
出处
《信息与管理研究》
2022年第4期12-20,共9页
Journal of Information and Management
基金
国家自然科学基金资助项目(71671117)。
关键词
中医药
购买意愿
百度指数
LOGISTIC回归
traditional Chinese medicine
purchase intention
Baidu index
logistic regression
