| 齐文娥,宋凤仙.龙眼消费行为特征及其影响因素分析[J].中国果业信息,2019,36(11): |
| 龙眼消费行为特征及其影响因素分析 |
| Analysis of Longan Consumer Behavior and Its Influencing Factors |
| 投稿时间：2019-09-16 修订日期：2019-09-26 |
| DOI： |
| 中文关键词: 龙眼;消费者;消费行为特征;影响因素 |
| 英文关键词:Longan;Consumer;Consumer Behavior;Influencing Factors |
| 基金项目: |
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| 摘要点击次数: 1574 |
| 全文下载次数: 2148 |
| 中文摘要: |
| 为深入了解龙眼消费者行为,本文对579位龙眼消费者进行问卷调查,分析龙眼鲜果消费行为的基本特征,用多元logit模型对影响龙眼购买决策的分析,实证结果表明：龙眼消费者比较关注市场价格、依赖品种认知、购买地点等；龙眼品牌、知识对消费者却没影响。原因在于：消费者缺乏主动了解龙眼知识的意识、市场上对龙眼知识宣传力度不够,龙眼人均消费能力没有明显增长。基于此,本文提出相应的营销策略建议：生产经营者需对龙眼知识推广普及、树立龙眼品牌形象、加强龙眼销售渠道建设和开发新领域及开拓新消费市场。 |
| 英文摘要: |
| In order to understand the behavior of longan consumers deeply,579 longan consumers were investigated by questionnaire,and the basic characteristics of consumption behavior of longan fresh fruit were analyzed, and the influence of Longan purchase decision was analyzed by using multivariate logit model.The empirical results show that longan consumers pay more attention to market price, depend on variety cognition, purchase location and so on; Longan brand, knowledge has no effect on consumers. The reason is that consumers lack the awareness of understanding Longan knowledge actively,the propaganda of Longan knowledge is not enough in the market, and the per capita consumption ability of longan does not increase obviously.Based on this, this paper puts forward the corresponding marketing strategies: production operators should popularize longan knowledge, establish Longan brand image,strengthen Longan sales channel construction and develop new fields and open up new consumer market. |
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