绿色食品网络营销模式的影响因素分析

Influencing Factor Analysis on the Network Marketing Model of Green Food

在网络营销时代背景下,通过问卷调查方式对影响消费者购买绿色食品行为和意愿的信息进行收集。用Logistic模型对所得信息进行整理分析,发现口感、广告、购买评价、商品介绍、社会潮流、生产工艺和物流等因素对消费者通过网络购买绿色食品的行为具有显著的影响。通过深入挖掘消费者的购买行为习惯,警示绿色食品企业不要陷入价格促销误区,并为绿色食品的网络营销提出合理化建议。

Under the background in the era of network marketing, the information that affected factor of green food purchase behavior and online shopping behavior was collected through the way of questionnaires. The datum were collated and analyzed by Logistic regression,which found the factor of taste, advertisement, evaluation,introduction, social currents,manufacturing technique and logistics that had obviously effects on consumers behavior through the network to buy green food. By going deep into consumers＇ behavior,warning of green food enterprises didn＇t fall into price promotion trap and put forward reasonable suggestions on network marketing of green food.