基于消费者ABC态度模型的农产品购买意愿研究——以樟树港辣椒为例

Study on the Purchasing Intention for Agricultural Products Based on Consumers'ABC Attitude Model:A Case Study of Zhangshugang Pepper

基于消费者ABC态度模型,采用问卷调查方法获取数据,通过二元Logistic回归模型探索影响消费者购买樟树港辣椒意愿的因素,并提出相关建议,以提升消费者购买樟树港辣椒的意愿,促进樟树港辣椒产业发展。结果显示:在消费者的认知因素中,消费者对樟树港辣椒的信任程度对其购买意愿具有负向显著影响;在樟树港辣椒的产品因素中,价格因素对消费者购买意愿具有正向显著影响,口感因素对消费者购买意愿具有负向显著影响;在樟树港辣椒的商家行为因素中,商家的宣传力度对消费者购买意愿具有正向显著影响。在此基础上,提出通过互联网做好品牌宣传,提升产品综合影响力;进一步推进产品品质认证,增强消费者的信任度;进一步完善产品溯源系统,提升产品信息透明度;确保产品独特优良品质,科学保障产品供需平衡等建议。

Based on consumers'ABC attitude model,the study adopted the questionnaire survey method to obtain data,explored the factors affecting consumers'willingness to buy Zhangshugang Pepper by using binary logistic regression model,and put forward relevant suggestions,so as to enhance consumers'willingness to buy Zhangshugang Pepper and promote the development of Zhangshugang Pepper industry.The results showed that among the cognitive factors of consumers,consumers'trust degree for Zhangshugang Pepper had a significant negative impact on their purchasing intention.Among the product factors of Zhangshugang Pepper,the price factor had a significant positive influence on consumers'purchasing intention,while the taste factor had a significant negative influence on consumers'purchasing intention.Among the business behavior factors of Zhangshugang Pepper,the publicity degree of the business had a significant positive impact on the purchasing intention of consumers.Hence,the study put forward suggestions:doing well in brand publicity through the internet to enhance the comprehensive influence of products;further promoting product quality certification to enhance consumer trust;further improving the product traceability system to enhance the transparency of product information;ensuring the unique and excellent quality of products,and scientifically guaranteeing product supply and demand balance.