消费者网购地理标志农产品意愿与行为的偏差分析

Deviation Analysis on Consumers’ Willingness and Behavior of Purchasing Agricultural Products with Geographical Indications Online

本文利用555份消费者调查数据,分析了消费者网购地理标志农产品意愿与行为偏差问题,发现消费者及其子群体消费意愿与行为相关度较低,除月可支配收入在4000~6000元的子群体外,相关系数均未超过0. 5;不同子群体网购地理标志农产品意愿与行为悖离人数占比在30%~68%。研究表明,消费者总体及其子群体网购意愿及行为偏差较大,且此偏差在性别、年龄、受教育程度和月可支配收入上群体差异显著。以正一致为参照组,此种偏差主要受性别、年龄、受教育程度、月可支配收入、了解程度、购买氛围、网购频率、对价格及产地的重视程度和是否关注产品信息影响。其中,仅年龄和对价格的重视程度会加深偏差程度,其他因素作用相反,且除个人特征外,对地理标志农产品的了解程度、购买氛围以及对价格的重视程度影响程度最大。

Using the consumer survey data of 27 provinces,an empirical analysis on the deviation of consumers’ willingness and behavior of purchasing agricultural products with geographical indications( GI agricultural products) online is carried on in this study.It is found that there is a low correlation between consumers and their sub-groups’ consumption willingness and behaviors,and except for subgroups with monthly disposable income ranging from 4,000 yuan to 6,000 yuan,the correlation coefficient does not exceed 0.5.The proportion of consumers with deviation between willingness and behavior of purchasing GI agricultural products online among different sub-groups accounts for 30%~ 66%.The research shows that consumers and their sub-groups’ deviation between willingness and behavior is relatively large,and the group differences of the deviation is significant in gender,age,education level,and monthly disposable income.Taking the positive consistency group as the reference,the deviation is mainly influenced by gender,age,education level,disposable monthly income,perception of products,purchasing atmosphere,frequency of shopping online,the degree of emphasis on price and provenance,and whether pay attention to product information or not.Specifically,only age and the degree of emphasis on price will aggravate the deviation,while other factors work the other way around.Moreover,besides for individual characteristics,perception of GI agricultural products,purchasing atmosphere and the degree of emphasis on price have the greatest influence.