消费者特征与小品种食用油购买行为的实证研究——以茶油为例

发布时间：2018-07-10 12:49

本文选题：小品种食用油 + 茶油　；参考：《林业经济问题》2016年04期

【摘要】：利用福州、广州、长沙3个油茶产区省会城市的664份问卷调查数据,运用二元Logistic回归模型,对消费者购买小品种食用油(茶油)的影响因素进行实证分析的结果表明:消费者文化程度、家庭结构、对健康重视程度、对小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、重视食用油口感的程度、对小品种食用油价格的态度、对小品种食用油品牌的信任程度、对小品种食用油销售推介的认可程度、对亲友推荐的认可程度、距离小品种食用油销售地的远近程度、区域环境等是影响人们购买小品种食用油的重要因素。其中小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、对小品种食用油品牌的信任程度、认可亲朋好友推荐的程度、消费者家庭结构、自身文化程度与小品种食用油的购买行为呈正向相关关系;对小品种食用油价格的态度、重视食用油口感的程度以及与小品种食用油销售地的距离对小品种食用油购买行为有负向影响。另外,消费者个体特征变量中的性别、年龄、收入水平等以及健康状况对小品种食用油的购买行为没有显著的影响。不同地区的居民对小品种食用油购买行为存在差异。最后,在研究结论的基础上提出政策启示。
[Abstract]:Based on the data of 664 questionnaires collected from the provincial capitals of three oil-tea production areas in Fuzhou, Guangzhou and Changsha, a binary logistic regression model was used. The results of empirical analysis on the factors influencing consumers' purchase of small varieties of edible oil (tea oil) showed that consumers' education level, family structure, the degree of attention to health, and the recognition of small varieties of edible oil had high nutritional value. Attach importance to the nutritional value of edible oil, to the taste of edible oil, to the price of small varieties of edible oil, to the degree of trust in small varieties of edible oil brands, and to the degree of recognition of sales and promotion of small varieties of edible oils, The degree of approval recommended by relatives and friends, the distance from where small varieties of edible oil are sold, and the regional environment are the important factors influencing people to buy small varieties of edible oil. Among them, the small variety edible oil has the high nutritional value recognition degree, attaches importance to the edible oil nutrition value degree, the trust degree to the small variety edible oil brand, the approval degree which the relatives and friends recommend, the consumer family structure, Their own education level was positively correlated with the purchase behavior of small varieties of edible oil, and the attitude towards the price of small varieties of edible oil, Paying attention to the taste of edible oil and the distance between the edible oil and the small variety of edible oil had a negative effect on the purchase behavior of the small variety edible oil. In addition, gender, age, income level and health status in the individual characteristic variables of consumers had no significant influence on the purchase behavior of small varieties of edible oil. There are differences in purchasing behavior of small varieties of edible oil among residents in different regions. Finally, on the basis of the conclusions of the study, policy implications are put forward.
【作者单位】：福建农林大学经济学院;
【基金】：福建省教育厅科学研究计划资助项日(K8014046A)
【分类号】：F713.55;F426.82

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