农村居民选择超市或集市购买的决定因素与比较——来自全国28个县(市)1308名农村居民的调查

A Comparative Study on the Determinants of Rural Residents' Choices of Purchasing in Supermarket or Farmers' market——Based on the Investigation of 1308 Rural Customers in 28 Counties(Cities)over China

农村居民选择超市或集市购买的决定因素对"农改超"和"农超对接"具有重要意义。本文对全国28个县(市)的1308位农村居民进行随机调查,研究结果表明,农村居民既选择农村集市又选择超市购买产品,但农村居民选择两者购买的意愿及其影响因素、感知程度等存在显著差异。农村居民选择集市或超市购买的共同决定因素包括产品质量可靠性和购买便利性;不同的决定因素体现为,农村居民选择在集市购买主要取决于购买文化与习惯,而选择在超市购买则取决于超市销售服务水平,这种决定因素的差异导致农村超市与传统集市互补共存。

The determinants of rural residents＇ choices of purchasing in supermarket or farmers＇ market have significant importance for the supermarket management reform.In this paper,1308 rural customers in 28 counties（cities） over China were randomly investigated.The empirical results show that： rural customers are willing to buy products both in rural supermarket and farmers＇ market,but there are distinct differences in the purchasing will and influencing factors of their options.Rural residents choose to purchase in supermarket and farmers＇ market both because of the product quality reliability and buying convenience.Rural customers choosing to buy in farmers＇ market is due to their cultural buying habits,while choosing to buy in supermarket is due to the good service.This difference in this decisive factor determines the complementary coexistence of supermarket and traditional farmers＇ markets in rural areas.