影响消费者购买叶类蔬菜行为关键因素分析

Analysis of key factors affecting the behavior of consumers to purchase leafy vegetables

对北京市840个蔬菜消费者进行调研,通过统计分析和构建Logistics回归模型,探索影响消费者购买叶类蔬菜行为的关键因素。结果表明:有59.9%的北京蔬菜消费者偏好购买叶类蔬菜,购买不同蔬菜种类的消费者占比从大到小依次为:叶菜(59.9%)>果菜(20.5%)>根茎菜(12.1%)>其他蔬菜(5.4%)>食用菌(2.1%);年龄、职业、价格波动认知、质量关心程度和蔬菜购买频率对消费者购买叶类蔬菜有显著负向影响,而受教育水平、蔬菜质量满意度和农贸市场购买蔬菜对其有显著正向影响。对此,提出了监测叶类蔬菜市场价格、加强蔬菜质量监管和扩大设施种植面积等政策建议。

In order to find out the key factors affecting consumers' behavior of purchasing leafy vegetables, the statistical description and Logistics regression model were used to analyze 840 vegetable consumers in Beijing. The research indicates that 59.9% of consumers prefer to buy leafy vegetables and the proportion of consumers from large to small was as follows :leafy vegetables(59.9%),fruit vegetables(20.5%), root vegetables(12.1%), other(5.4%), edible fungi(2.1%). Age,occupation, price level, degree of care and purchase frequency had a significant negative effect on buying leafy vegetables for consumers. Education, quality satisfaction and farmers' markets had a significant positive effect on buying vegetables for consumers in the supermarket. Finally, based on the conclusions, some policy suggestions were put forward.