城镇居民苹果购买地点选择及其影响因素分析——基于北京、上海、广州、西安市场的实地调研数据

Urban citizen apple purchasing land selection and its influence factor analysis—investigation data based on Beijin, Shanghai, Guangzhou and Xian market

本文基于对北京、上海、广州、西安市场400份苹果消费者的微观实地调研数据,分析了不同城镇居民的购买地点选择行为,运用二元Logit模型实证研究了影响不同城镇居民消费群体苹果购买行为的主要因素。研究表明,购买地点的便利性、消费者年龄、他人评价、价格因素对城镇居民苹果购买地点的选择影响显著;消费者文化程度、个人月收入、家庭收入状况、质量安全主观评价、产品外观、购买意图对城镇居民苹果购买地点的选择影响不显著。因此,现阶段优化苹果零售产业布局、稳定苹果市场价格,可以有效促进鲜食苹果消费的优化发展。

This paper analyzes urban consumers＇ purchase behavior and influencing factors of different groups with binary logit model based on 400 samples of fresh apple consumers of Beijing,Shanghai,Guangzhou and Xi＇an.The result incidents that factors of convenience,age,evaluate,price are significant;the factors of consumers＇ educational level,personal monthly income,family income,quality and safety,product appearance,exterior of product,purchase intentions are not significant.Therefore,at this stage,to optimize apple retail industry,stabilizing the market price of Apple,can effectively promote the development of fresh apple consumption.