大都市地产农产品购买渠道、质量信任与消费者购买行为研究——基于上海市15个城区消费者问卷数据的实证分析

Research on Purchasing Channels,Trust in Quality and Consumer Purchasing Behavior of Real Estate Agricultural Products in Metropolis——An Empirical Analysis Based on Questionnaire Data of Consumers in 15 Urban Areas of Shanghai City

以上海市为例,通过消费者实地调查发现消费者对地产农产品的购买水平不高,仅有24.8%的消费者经常购买上海市地产农产品,进一步分析发现消费者普遍认为便捷性购买渠道不充足,购买渠道仍集中于农贸市场、超市和电商平台三大渠道,且前二者占比较高。消费者对地产农产品的信任水平比普通农产品水平高,在选购农产品时40.05%的消费者仍将安全作为主要考虑因素。运用二元Logit模型进一步分析发现,质量信任程度在消费者区别地产农产品、偶尔购买和经常购买地产农产品三个环节中均有显著正向作用,便捷购买渠道充足性在偶尔购买和经常购买地产农产品两个环节中起到显著正向影响,户籍、学历、购买频次、原产地重视程度等变量也影响消费者地产农产品的购买行为。

Taking Shanghai city as an example,based on the data of consumer field survey,it is found that the level of consumers’purchasing of real estate agricultural products was not high,only 24.8%of consumers often bought real estate agricultural products in Shanghai city.Consumers generally thought that convenient purchasing channels were not enough,and the purchasing channels were still concentrated in three major channels of agricultural trade market,supermarket and e-commerce platform,and the former two accounted for a relatively high proportion.The level of trust of consumers on real estate agricultural products was higher than that of ordinary agricultural products.40.05%of consumers still took safety as the main consideration when purchasing agricultural products.Further analysis using Binary Logit Model showed that the trust in quality had significant positive effect on consumers’distinguishing among real estate agricultural products,occasional purchase and frequent purchase of real estate agricultural products.The adequacy of convenient purchasing channels had significant positive effect on the two links of occasional purchase and frequent purchase of real estate agricultural products.Household,education background,purchase frequency,importance of origin and other variables had significant influence impact on consumers’purchase behavior of real estate agricultural products.