对家庭农产品购买行为模式的探究——基于四川安县城镇家庭的调查

Research in Behavioral Model of Household Agricultural Product Purchase——Based on the Survey of Town Families in Anxian county, Sichuan Province

文章从消费者购买行为理论模式的比较入手,对家庭农产品购买的主要特征、决策方式及购买行为过程进行了分析,并结合四川安县城镇家庭购买畜禽产品的调查数据,建立logit模型对影响家庭农产品购买行为的选择因素进行了验证,在对霍金斯的消费者购买决策过程模式分析的基础上,对我国家庭购买农产品的行为模式进行了探讨和研究,构建了适合我国国情的家庭农产品购买行为模式。

This article,starting with the comparison of theory models of purchase behavior of consumers,analyses the principal characteristics,decision-making methods and purchase behavioral process of the purchase of household agricultural products and in combination with the survey data in town families in Anxian of Sichuan province pur-chasing animal products,sets up Logit model to test and verify the selection factors affecting the purchase behavior of household agricultural products.On the basis of analysis in Hawkins' decision-making process model of consumer purchase,it probes into the behavioral model of households in China purchasing agricultural products and builds a behavioral model in household agricultural product purchase according with the situations in China.