大学生水果购买行为及其影响因素的实证研究

An Empirical Study on Fruit Purchase Behaviors of College Students and Its Influencing Factors

大学生作为一个特殊的消费群体,其消费行为具有明显的趋向性。基于对文献的梳理,本文设计了购买行为及其影响因素的理论模型并提出假设,实证分析后得到研究结论。结论表明:服务与口碑以及价格对大学生水果购买的两种行为均有显著影响;水果外在特征对水果因素驱动的购买行为有显著影响,对商家因素驱动的购买行为无显著影响;水果内在特征对大学生水果购买的两种行为均无显著影响。针对研究结论给出合理解释并向商家提出保证质量、控制价格等对策建议。

As a special group of consumers,the consumption behavior of college students has an obvious tendency.Based on the review of literatures,this paper designs a theoretical model for their purchase behaviors and its influencing factors,and puts forward hypotheses,and then gives a conclusion after carrying out an empirical analysis.The conclusion shows that service and public praise as well as price have a significant effect on college students＇ two kinds of fruit purchase behavior; External characteristics of fruit have a significant effect on purchase behavior driven by fruit factors,but it has no significant effect on purchase behavior driven by merchant factors; Intrinsic characteristics of fruit have no significant effect on college students＇ two kinds of fruit purchase behavior. On this basis,it gives a reasonable explanation of the research conclusions and puts forward some suggestions for merchants to ensure quality,control price and so on.