自媒体模式下城市蔬果产品市场消费者行为选择分析

On Urban Consumers' Choices of Vegetable and Fruit Products in We-media

以自媒体为营销载体,调查分析城市居民对蔬果产品的购买特点,研究传统蔬果产业在新型的营销模式下消费者购买行为的影响因素。通过针对广东地区416位消费者的调查数据,在计划行为理论分析框架下进行实证分析,基于消费者对自媒体销售模式的态度,找出影响消费者选择行为的因素。结果表明,消费者在等待时间、受教育程度、收入水平、产品满意度方面有显著正向影响。据此,企业应针对相应消费选择行为需求,制定蔬果产品市场营销解决方案。

This paper surveys and analyzes the characteristics of urban residents in purchasing fruits and vegetables in the We Media as a marketing platform to find out the factors that influence the purchasing behavior of traditional vegetable and fruit industry under the new marketing mode. With the survey results of 416 consumers in the Canton region, an empirical analysis is done based on the theoretical frame of Planned Behavior.The study is to find out the factors that influence consumers＇ purchase choice based on the consumers＇ attitudes towards the we-media mode. The study results indicate that such factors have significant positive effect on consumer behavior as waiting time for the products, consumers＇ education level and income,and satisfaction degree towards the service. Thus, enterprises should offer the corresponding solution in marketing fruits and vegetables according to consumers＇ demands expressed in their choice behavior.