新型鱼乳豆浆购买意愿及其影响因素实证分析

An Empirical Analysis on the Purchase Intention for the New Fish-Soybean Milk and Its Influencing Factors

在对350个潜在消费者进行问卷调研的基础上,利用SPSS分析了消费者对于新型鱼乳豆浆制品的购买意愿及其影响因素。结果表明,"消费者对于新型鱼乳豆浆制品的认知"、"消费者个人偏好"、"外部影响"3个因子均对购买意愿存在显著影响,其中"消费者对于新型鱼乳豆浆制品的认知"这个因子的影响最大。据此提出了促进消费者购买新型鱼乳豆浆制品的相应对策。

Based on a questionnaire survey of 350 potential consumers,using SPSS to analyze the consumers purchase intention for the new fishsoybean milk products and its influencing factors.The results showed that,＂consumers cognition for the new fish-soybean milk products＂,＂consumers preference＂,and ＂external influence＂three factors have significant effects on purchase intention.The factor ＂consumers cognition for the new fish-soybean milk products＂ has the most significant influence.Finally,this paper puts forward the corresponding countermeasures to promote consumers buying new fish-soybean milk products.