多元农产品购买渠道下城市居民的选择和感知效用因素分析

Analysis of the Selection and Perceived Utility Factor of Urban Residents in Multivariate Agricultural Products Purchasing Channels

文章基于1251位城市居民在早市摊贩、农贸市场、超市和社区便利店这四种生鲜农产品购买渠道的选择行为基础上,以主观感知效用为理论框架,使用Multinomial Logistic模型,分析了影响选择的产品效用、购买效用和其它效用,结果发现:四种渠道的选择相互独立;在产品效用中,安全卫生和新鲜程度对超市和社区便利店的选择具有显著的影响,而新鲜程度显著影响了居民选择农贸市场和早市摊贩,价格因素与四种渠道都是显著相关的;在购买效用中,购买环境和农贸市场具有正相关关系,距离便利与农贸市场和社区便利店显著正相关,距离便利店和早市摊贩显著负相关;居民个人的性别、年龄、学历、家庭人口数和所在行业等因素也影响了渠道选择。

After the agricultural product market system has been improved gradually,the urban residents could choose from diverse purchasing channels. This paper investigated 1251 Beijing urban residents about their behavior preferences when they buy fresh agricultural products from morning market vendors,farmers markets,supermarkets and community stores. Based on consumer utility theoretical framework,it established a Multinomial Logit Model to analyze the residents choices that were affected by product utility,purchase utility and other utility,and found that： the four fresh agricultural products purchasing channels were independent of each other; safety and freshness significantly affected the choice of supermarkets and community stores,freshness significantly affected the choice of farmers markets and market vendors; price factors significantly associated with four channels of choice; environmental factors had significantly positive effect on the selection of farmers market; distance was positively related to farmers markets and community store choice,but had significantly negative relation with morning market vendors; consumers＇ gender,age,educational level,family population and occupation also influenced the choice of different purchasing channels.