消费者特征与小品种食用油购买行为的实证研究——以茶油为例

An Empirical Study of Consumer Characteristics and Buying Behavior of Small Varieties of Edible Oil——Take Tea oil for example

利用福州、广州、长沙3个油茶产区省会城市的664份问卷调查数据,运用二元Logistic回归模型,对消费者购买小品种食用油(茶油)的影响因素进行实证分析的结果表明:消费者文化程度、家庭结构、对健康重视程度、对小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、重视食用油口感的程度、对小品种食用油价格的态度、对小品种食用油品牌的信任程度、对小品种食用油销售推介的认可程度、对亲友推荐的认可程度、距离小品种食用油销售地的远近程度、区域环境等是影响人们购买小品种食用油的重要因素。其中小品种食用油具有高营养价值的认可程度、重视食用油营养价值的程度、对小品种食用油品牌的信任程度、认可亲朋好友推荐的程度、消费者家庭结构、自身文化程度与小品种食用油的购买行为呈正向相关关系;对小品种食用油价格的态度、重视食用油口感的程度以及与小品种食用油销售地的距离对小品种食用油购买行为有负向影响。另外,消费者个体特征变量中的性别、年龄、收入水平等以及健康状况对小品种食用油的购买行为没有显著的影响。不同地区的居民对小品种食用油购买行为存在差异。最后,在研究结论的基础上提出政策启示。

In this study,the use of Camellia oil as an example,Fuzhou,Guangzhou and Changsha three cities 664 questionnaires data using binary Logistic regression model confirmed consumer internal factors and external environmental factors have a significant impact on the buying behavior of small varieties of oil. The conclusions are as follows： Consumer education,family structure,the degree of attention on health,the smaller varieties of oil having a degree of recognition of high nutritional value,degree of attention to the nutritional value of edible oil,edible oil taste emphasis on small oil varieties emphasis price,and claims that the ability to distinguish small variety oil is good or bad,on the recommendation of friends and relatives recognized degree,the degree of distance from the small variety oil sales to the regional environment is an important factor affecting people buy a small variety oil.Wherein small recognition of the extent of oil varieties with high nutritional value,degree of attention to the nutritional value of edible oil,consider themselves to distinguish good and bad small oil varieties ability to relatives and friends recommended acceptable levels,consumer buying behavior and the extent of their own culture was positive small oil varieties to the relationship. Emphasis on small breed price of oil,the emphasis on taste and the extent of oil from the oil sales to a small variety of small varieties of edible oil on distance buying behavior has a negative impact. In addition,consumers individual characteristic variables the impact of gender,age,income level,health status of small varieties of oil was not significant. Residents of different regions are different varieties of small oil purchases. Finally,policy implications on the basis of the conclusions of the study.