消费者地理标志产品产地态度及其购买意愿研究——以黄山毛峰为例

Research on Consumers' Attitudes towards Region of Origin of Geographic Indication Products and Purchase Willingness——Taking the Geographical Indication Product of Huangshan Maofeng Tea as an Example

以地理标志产品黄山毛峰为例,通过对黄山毛峰消费者的问卷调查,测定消费者对地理标志产品黄山毛峰产地的态度,并运用二元logistic模型,定量分析消费者地理标志产品产地态度对其购买意愿的影响。研究结果表明,消费者地理标志产品产地态度对其购买意愿有着重要的影响,但不同的产地态度评价特征的影响程度存在一定的差异性。在此基础上,提出了相关对策建议。

Based on the questionnair survey of the consumers of the geographical indication product of Huangshan maofeng tea,consumers＇ attitudes towards region of origin were measured; and the influence of consumers＇ attitudes towards region of origin on consumers＇ purchase willingness was identified and quantified by using a binary Logistic model. The results indicated that consumers＇ attitudes towards region of origin had an important influence on consumers＇ purchase willingness. Finally,the relevant countermeasures were put forward.