大城市消费者对日本大米的购买意愿及其影响因素——以北京市为例

Analysis of Willingness to Buy Japanese Rice in Big City

对北京市的消费者对日本大米的认知程度、接受程度和购买意愿及其影响因素等问题进行了问卷调查。通过对所得数据进行分析,得出女性消费者、购买食品时对价格较为关注的消费者更倾向于购买日本大米;消费者的学历、收入、家庭人口数、受教育程度、时间压力、对食品质量安全的关心程度、对日本大米的了解程度与是否购买日本大米、购买日本大米量的多少呈正相关关系;而消费者年龄、价格在影响消费者购买日本大米的行为上并不显著。最后,依据上述结论,给出相关的政策建议。

the paper analyses consumer＇s awareness, Acceptance and willingness to buy Japanese rice. the re- suits show that , the female consumers and the consumers who pay more attention on price are more likely to deem Japanese rice is better than domestic rice. the factors of qualification, income, the scale of the family, the education level, time pressure, the Concerned level of food quality and safety, the understanding degree about Japanese rice have a positive relationship with whether or not purchase Japanese rice and the purchase quantities, however, the factors of consumers＇age and the price of have not a significant influence with con- sumer＇s behavior, lastly, this paper affords some countermeasures.