一线二线三线城市在线葡萄酒消费行为差异比较——以也买网为例

Comparison of online wine consumption behavior differences in first-tier, second-tier and third-tier cities of China-taking yesmywine as an example

为了研究不同消费水平的中国城市之间葡萄酒消费者消费行为的差异,以"也买酒"(YMW)网站为对象对葡萄酒消费者行为进行调查,调查范围包括葡萄酒的消费数据、葡萄酒饮用史以及消费者的相关生活方式等,共取得1 996个有效的样本数据。通过对样本所在的城市将样本分为一线城市(FTC)、二线城市(STC)和三线城市(TTC)三组,结合城市分组对调查样本的性别、瓶单价、购买瓶数和次数、饮用频率、饮用时长、饮用量以及葡萄酒相关知识水平进行了描述性分析和差异显著性分析。结果显示,一、二、三线城市的消费者葡萄酒消费行为在去除瓶单价外的多个维度上存在极显著差异(P<0.01)。在购买次数、购买瓶数、饮用量、饮用时长、饮用频率和葡萄酒相关水平等项目上,均符合一线城市到三线城市依次递减的情况。

In order to study the differences in consumption behaviors of wine consumers between China cities with different consumption levels,the behaviors of wine consumers were surveyed using yesmywine(YMW)as objects.The scope of the survey included wine consumption data,wine drinking history,and consumer-related lifestyles and so on.1 996 valid samples data were obtained.The samples were divided into three groups including first-tier cities(FTC),second-tier cities(STC)and third-tier cities(TTC).Combined with city groups,the gender,the unit price of a bottle wine,the quantity and the frequency of purchase,the frequency of drinking,the time of drinking,the amount of drinking and the level of wine-related knowledge of survey samples were descriptive analyzed and significance difference were analyzed.The results showed that there were significant differences in consumption behaviors of wine consumers in FTC,STC and TTC in addition to the unit price of a bottle wine.In terms of the frequency of purchase,the frequency of purchase,the amount of drinking,the time of drinking,the frequency of drinking,and the level of wine-related knowledge,all of them were in line with the decreasing trend from FTC to TTC.