基于Logit模型的丝绸消费意愿研究

Research on Silk Consumption Intention based on Logit Model

丝绸是中国历史最悠久的传统产业之一,在消费需求持续升级的背景下,研究丝绸消费意愿及其影响因素,有助于深入了解国内丝绸市场,优化消费者的消费环境,帮助丝绸企业适应市场变化,创造有效供给,从而产生丝绸行业发展的持续推动力。文章在国内外已有丝绸消费研究的基础上,利用线上线下问卷调查数据,以丝绸消费意愿为被解释变量,从消费者的个人特征、收入水平、消费习惯三个角度对影响丝绸消费的因素进行了Logit模型的建模分析,认为消费者的年龄、性别、学历、丝绸鉴别能力、收入水平、收入预期及丝绸消费习惯对其丝绸消费意愿有显著的影响。随后,从企业和行业两个维度提出了对策建议。

The silk industry is one of the oldest traditional industries in China. Under the background of continuous escalation of consumer demand, researching silk consumption intention and the influence factors thereof is conducive to understand domestic silk market better, improve consumer’s consumption environment, help silk companies adapt to the market, create effective supply, and generate sustained impetus for the development of the silk industry accordingly. Based on previous studies on silk consumption at home and abroad and online and offline questionnaire survey data, this study aims to build Logit model of influence factors of silk consumption from the perspectives of personal consumer characteristics, consumer income and consumers’ habits with silk consumption intention as the explained variable for analysis. It is concluded that consumers’ age and gender, education background, silk identification ability, income level, income expectation and silk consumption habits may have a significant effect on silk consumption intention. Besides, countermeasures and suggestions from both the corporate and government sides were put foward.