消费者生鲜农产品网购行为及频率的影响因素分析——基于中国27省420个消费者样本的调查

Influencing Factors of Consumers' Online Shopping Behaviors and Frequency of Fresh Agricultural Products——Based on Questionnaire from 420 Consumers in 27 Provinces of China

基于全国27个省份420份消费者调查问卷,采用Logit和Ologit模型分别研究了影响消费者网购生鲜农产品行为和网购频率的因素。结果显示:性别、收入、对农产品新鲜度的重视程度、对朋友推荐的重视程度、对网上生鲜农产品质量认证标识的相信程度以及网购频率会对消费者网购生鲜农产品的行为产生显著性影响。

We researched determinants which influenced consumers＇ online purchasing behaviors and purchasing frequency by Logit and Ologit Model respectively based on questionnaires from 420 consumers in 27 provinces in China. The results showed that gender,income,recognition degree of fresh degree of agricultural goods,recognition degree of friends＇ recommends,confident degree of quality certification of fresh agricultural goods online and online shopping frequency all had significant influence on consumers＇ online shopping behavior for fresh agricultural goods.