城市消费者生鲜水果线上线下购买方式选择研究——基于二元Logit模型的实证分析

发布时间：2018-06-24 11:11

本文选题：生鲜水果 + 二元Logit模型　；参考：《消费经济》2017年04期

【摘要】：随着互联网技术的发展与应用,线上逐渐成为消费者购买生鲜水果的重要方式之一。文章利用对长沙市、广州市、重庆市、北京市、上海市、深圳市等1063名城市消费者的线下问卷调查和422份生鲜水果购物网站的线上问卷调查所得数据,运用二元Logit模型,研究了影响消费者做出线上、线下购买行为的主要因素。研究结果表明,消费者的个人特征、心理特征、行为特征以及环境特征的偏好程度对生鲜水果线上、线下购买方式的选择有显著影响。根据研究结论,生鲜水果的线上购买方式必定成为未来的发展趋势,但目前线上、线下两种方式依旧相互依存、相互影响。在进行生鲜水果营销时,需要结合线上、线下购买方式的影响因素,为商家提出对策建议。
[Abstract]:With the development and application of Internet technology, online has gradually become one of the important ways for consumers to buy fresh fruits. Based on the data of 1063 urban consumers in Changsha City, Guangzhou City, Chongqing City, Beijing City, Shanghai City and Shenzhen City, and the online questionnaire survey of 422 fresh fruit shopping websites, the paper uses a binary logit model. The main factors influencing consumers' online and offline purchasing behavior were studied. The results showed that the preference degree of consumers' personal, psychological, behavioral and environmental characteristics had a significant effect on the choice of purchasing methods on and off the line of fresh fruits. According to the conclusion of the study, the online purchase of fresh fruit will be the trend in the future, but at present, the online and offline methods are still interdependent and influence each other. In the process of fresh fruit marketing, it is necessary to combine the influence factors of online and offline purchasing methods, and put forward countermeasures and suggestions for merchants.
【作者单位】：湖南商学院经济与贸易学院;
【基金】：湖南省社会科学成果评审委员会重点课题(XSPPZD1013) 湖南省教育厅青年项目(10B057) 湖南省自然科学基金项目(11JJ4066)
【分类号】：F224;F713.55

【相似文献】