基于消费者购买意愿的农机市场需求分析

An Empirical Study on Consumers′ Purchase Intention in Agricultural Machinery Market

为了科学研究农机市场消费者的购买行为,为农机企业生产符合农户需求的产品提供指导,同时为农机管理部门的政策制定提供依据,所以要在计划行为理论的基础上来做消费者对农机的购买意愿研究框架及研究模型,并采用Logistic回归方法对模型进行实证分析。从而了解到影响农户对农机购买意愿的因素主要有受教育水平、家庭收入、政策因素、消费者态度和知觉行为控制,然而这些因素对购买意愿的作用方向和程度不同。

Aiming at studying the consumers＇ purchase behavior in agricultural machinery marketing, provide producing guidance for agricultural machinery corporation and policy support for agricultural machinery management department. on the basis of the Theory of Planned Behavior （TPB） , the paper puts forward a study framework and model about consumers＇ purchase intention of agricultural machinery, through the sampled data of 12 provinces by questionnaire, by adoping Logistic regression to validate the model. The empirical results show the main fac, ts that influence farmers＇ purchase intention of agricultural machinery are education level, household income, policy, consumers＇ attitude and perceived behavior control, all of which account for the different effects.