消费者超市生鲜果蔬购买意愿研究——以长春市为例

Research on Consumers′ Purchasing Willingness from Fresh Agricultural Product in Supermarket:Taking Changchun City as an Example

以生鲜果蔬为例,对长春市消费者购买超市生鲜农产品的购买意愿进行调查,对调查数据进行描述性统计分析,并建立二元Logistic模型对消费者购买超市生鲜果蔬的意愿及影响因素进行分析,根据分析结果对超市经营者提出相应的建议。

Taking the fresh agricultural products as examples ,aeeording to the survey on Changehun consumers＇ purchasing willingness of the fresh agricultural products in supermarket ,made a status deseriptlon with the survey result ,and make a empirical analysis of consumers＇ purchasing willingness.The conclusions and relevant suggestions were given based on the previous study.