农村中小学生零食消费行为及其影响因素——主要基于商家营销策略视角

Snack consumption behavior and its influencing factors of rural primary and middle school students: Based on the perspective of merchant marketing strategy

采用2015年青海、陕西和河南三省1 047名农村中小学生的调查数据,实证分析了商家营销策略对农村中小学生零食消费的影响。结果表明:吃起来香甜可口、有奖促销、附带有玩具和包装新奇等商家营销策略对农村中小学生零食消费有正向影响;感觉饥渴、容易受同伴影响、每天购买零食次数和用零食替代正餐对农村中小学生零食消费有正向影响,而平时关注营养健康知识和父母限制每周吃零食次数则有负向影响。

Based on the survey data of1047students in Qinghai,Shanxi and Henan provinces in2015,this paperanalyzes the impact of the merchant marketing strategy on children’s consumption of snack.The results show that somebusiness marketing strategies increase children’s consumption of snack,such as sweet and delicious snack,promotionalprizes,snack with toys and packaging novelty.Children’s thirsty or hungry feeling,the number of their peers eating andpurchase snacks per day and the behavior of replace snacks with daily meals also increase the consumption of snack.Besides,those who are usually concerned about nutrition and health knowledge and whose parents limit the frequency ofsnacking per week will buy less snack.