消费者特征对休闲农业消费行为影响的实证分析——基于江苏省居民调查数据

Empirical Analysis of the Influence of Consumer Characteristics on Leisure Agricultural Consumption Behavior:Based on the Survey Data of Residents in Jiangsu Province

基于江苏省居民调查数据,运用Heckman两步法模型分析了消费者特征对休闲农业消费行为的影响。结果表明:消费者性别、年龄、职业对是否选择休闲农业旅游没有显著性影响;消费者可支配时间、教育程度、收入水平对是否选择休闲农业旅游有显著的正向影响,有儿童或者有老人的家庭选择休闲农业出游的概率要低于其他家庭。消费者年龄以及家庭有儿童或者有老人对休闲农业消费支出均没有显著影响;性别、职业类别对休闲农业消费支出有显著的影响;提高教育程度、增加收入水平对消费支出有显著的促进作用;拥有私人汽车对消费者选择休闲农业游玩和消费支出均有显著影响。研究结论的启示价值如下:一是针对休闲农业消费者的特征,瞄准目标顾客实施精准营销;二是休闲农业经营主体应依据人们的休闲时间积极开拓新项目和开创新内容;三是推进休闲农业的供给侧结构性改革,加快休闲农业产业高质量发展。

Based on the survey data of the residents in the Jiangsu Province,the paper adopts Heckman twostep method to analyze the influence of consumer characteristics on the consumption behavior of leisure agriculture.The result shows that:there is no significant influence of consumers’gender,age and occupation on whether to choose leisure agriculture tourism;there are positive influences of consumer disposable time,educational level and income level on whether to choose leisure agriculture tourism,and the probability of a family with children or elderly people is lower than other families who choose leisure agriculture.There is no significant influence of consumers’age and a family with children or elderly people on leisure agriculture consumption expenditure;there are significant influences of consumers’gender and occupation category on leisure agriculture consumption expenditure;there are significant promoter actions of improving the education level and increasing the level of income on consumption expenditure.And there are significant influences of owning private cars on consumer choosing leisure agriculture for travelling and consumption expenditure.The enlightenment value of the research conclusion is as follows.Firstly,according to the characteristics of leisure agricultural consumers,targeted at target customers to implement precision marketing.Secondly,the main body of leisure agriculture should actively develop new projects and contents according to people’s leisure time.Finally,it is necessary to promote the supply side structural reform of leisure agriculture and speed up the high-quality development of leisure agriculture industry.