张家界旅游农业消费者购买决策行为分析

Analysis of Consumer Purchase Decision-making of Tourism Agriculture in Zhangjiajie

阐述了旅游农业、消费者购买决策行为的概念及内涵,依据EKB消费者购买决策模式构建了张家界旅游农业消费者购买决策行为模型,通过主成分分析法对消费者购买决策行为进行了分析,并针对消费者购买决策行为提出了相应的对策,为张家界旅游农业可持续发展提供理论依据。

This article focuses on the definition, content and system constitution of tourism agriculture and the connotation of consumer purchase decision--making behavior. According to EKB model, this article constructs the consumer purchase decision--making model of Zhangjiajie tourism agriculture, and analyzes the model through principal component analysis method. Finally, it puts forwards some countermeasure aiming to consumer purchase decision--making behavior, in order to provide theoretical basis for sustainable development of tourism agriculture in Zhangjiajie areas.