影响杨树苗购买者决策的外部因素研究--基于苏北林农的调查统计

Investigations on the Exterior Factors of Affecting Buyer's Decision-Making of Poplar Saplings

通过研究杨树苗购买决策过程中的外部影响因素,在对苏北262个杨树苗木购买农户调查的基础上,运用主成分分析法从8个可能影响农户购买决策的维度中提取了3个影响因子。研究发现:林农通过市场购入杨树苗木时面临很大的苗质风险,因而对苗木品质最为关注。通过对决策因素的主成分分析表明:林农在购买杨树苗木时主要受到"成本因子"、"信任因子"和"品质因子"的影响。

This paper examines the factors that affect the poplar saplings buyer decision - making. The data were obtained from a sample of 262 peasant households in north part of Jiangsu province. Factor analysis is then employed and three factors are extracted from eight attributes considered to affect the households in purchasing. We find that the main peasant households are faced with high sapling quality risk when they get saplings through markets. So the peasant households pay close attentions to sapling quality. By principal component analysis, the peasant households are affected by cost factor, trust factor and quality factor in purchasing poplar saplings.