农村中小学生零食消费行为及其影响因素——主要基于商家营销策略视角

发布时间：2018-05-20 08:53

本文选题：农村 + 中小学生　；参考：《湖南农业大学学报(社会科学版)》2017年02期

【摘要】：采用2015年青海、陕西和河南三省1 047名农村中小学生的调查数据,实证分析了商家营销策略对农村中小学生零食消费的影响。结果表明:吃起来香甜可口、有奖促销、附带有玩具和包装新奇等商家营销策略对农村中小学生零食消费有正向影响;感觉饥渴、容易受同伴影响、每天购买零食次数和用零食替代正餐对农村中小学生零食消费有正向影响,而平时关注营养健康知识和父母限制每周吃零食次数则有负向影响。
[Abstract]:Based on the data of 1,047 rural primary and middle school students in Qinghai, Shaanxi and Henan provinces in 2015, this paper empirically analyzed the influence of marketing strategy on snack consumption of rural primary and middle school students. The results showed that the marketing strategies such as delicious taste, promotion, toys and packaging novelty had a positive effect on the snack consumption of rural primary and middle school students, and they felt hungry and easily influenced by their peers. The number of snacks purchased per day and the substitution of snacks for regular meals had a positive effect on the snack consumption of rural primary and secondary school students, while the attention to nutrition and health knowledge and parents' restriction on the number of snacks per week had a negative effect on the snack consumption of rural primary and middle school students.
【作者单位】：中国人民大学农业与农村发展学院;
【基金】：教育部科技发展中心博士点基金项目(20130004110001) 农产品质量安全监管专项(2016K20276) 农业部农产品质量安全监督(风险评估)项目(2130109)
【分类号】：D669.5

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