异质文化视角下驻华外国消费者的有机农产品支付意愿和影响因素研究——以驻北京市的日本消费者为例

On foreign consumers' willingness to pay for organic agriculture products in China and itsinfluencing factors from the heterogeneous cultural perspective——taking Japanese consumers in Beijing as an example

基于异文化视角,运用二元Logistic回归模型,分析了驻华外国消费者的有机农产品支付意愿和影响因素。研究表明:样本个体特征变量中的性别、教育水平、家庭结构,行为态度变量中的对有机产品认证标识的认知水平、对有机农产品的信任水平以及知觉行为控制变量中的家庭月收入对驻华外国消费者的有机农产品支付意愿有显著影响。认为驻华外国消费者具有明显民族文化特征、对新文化环境认同感不高和信息获取障碍力制约有机农产品购买行为,建议根据驻华外国消费者的民族文化特征调整营销策略、加强驻华外国人社区建设和改善信息供给方式增加信息透明度满足不同文化背景的费者消费要求,提升我国有机农产品消费水平。

Based on the heterogeneousperspective,using the binary logistic regression model,this study analyzes foreign consumers'willingness to pay for organic agriculture products and its influencing factors.It shows the factors such as the gender,education level,family structure in the characteristic variables,cognitive level of organic product certification mark in behavior attitude variables,trust level of organic agriculture products,and monthly household income in perceptual behavior control variables have a significant effects on foreign consumers'willingnessto pay for organic agriculture products in China.It points out that foreign consumers in China have obvious national cultural characteristics,low recoginition of the new cultural environment and obstacles to have access to information,which restrict the purchase behavior.It suggests adjusting marketing strategy according to the national cultural characteristics of foreign consumers,strengthening the construction of foreign communities to improve the organic agriculture products consumption level in China.