消费者对蓝莓产品的购买意愿及其影_省略_的实证研究_基于吉林省消费者调查_李丽敏.pdfVIP

中国农业科学 2011,44(2):423-431 Scientia Agricultura Sinica doi: 10.3864/j.issn.0578-1752.2011.02.024 消费者对蓝莓产品的购买意愿及其影响因素的实证研究 ——基于吉林省消费者调查 1 2 1 李丽敏 ，吴 林 ，郝庆升 1 2 （吉林农业大学经济管理学院，长春 130118 ； 吉林农业大学园艺学院，长春 130118 ） 摘要：【目的】考察消费者购买蓝莓产品的意愿及其影响因素。【方法】采用Logistic 计量模型，设计变量， 对消费者购买蓝莓产品的意愿及其影响因素进行分析。【结果】多种因素影响消费者购买蓝莓产品，其中消费者性 别、家庭月收入、蓝莓产品口感、品牌形象、时尚宣传对消费者购买意愿有正向影响；而消费者婚姻状况、比较 购买行为、对礼品、包装和保健品关注程度对消费者购买意愿有负向影响。【结论】选择性别、档次、功能作为标 准进行市场细分，打造中、高端市场，进而加强消费者对于蓝莓产品的认知，拉动需求。 关键词：蓝莓产品；影响因素；消费意愿；logistic模型 An Empirical Study on Consumers’ Intention and Influence Factors on Blueberry Products —On the Basis of Survey of Customers in Jilin Province 1 2 1 LI Li-min , WU Lin , HAO Qing-sheng 1 2 ( College of Economics and Administration, Jilin Agricultural Univercity, Changchun 130118; College of Horticulture, Jilin Agricultural Univercity, Changchun 130118) Abstract ：【Objective 】On the basis of survey of consumers in Jilin Province, consumers’ purchasing willingness and influencing factors on blueberry products were analyses in this paper. 【Method 】In terms of econometric model, the latest model-Logistic was utilized. 【Result 】 The results showed that the consumers’ purchasing of blueberry products could be affected by many kinds of factors, among which the consumers’ gender, family monthly income, taste of blu