摘要
本文基于529份问卷调查结果,采用信度检验、效度检验、卡方检验和二元Logistic回归模型分析消费者对蜂蜜网购意愿的影响因素。研究发现:月收入、职业和网络环境因素是消费者网购蜂蜜意愿的主要影响因素,而性别、年龄、文化程度、蜂蜜网店认知以及蜂蜜网络营销认可度不是消费者网购蜂蜜意愿的影响因素。为了尽快提高消费者对蜂蜜行业的信心,提出有效打击蜂蜜掺假、取缔和遏制"假蜜合法化"、企业应采取"精品"战略和"名牌"战略等切实可行的建议。
Based on the result of 529 questionnaire surveys, influential actors affecting consumers＇ online shopping intensions of honey were investigated using reliability test, validity test, chi-square, and binary logistic regression model. Our findings showed that monthly income, career and network environment were the major influence factors affecting consumers＇ shopping intensions of honey; while gender, age, degree of education, cognition of online store of honey and recognition of network marketing of honey are not influential factors. In this study, in order to enhance consumers＇ confidence on honey industry, we proposed some cogent and feasible suggestions, such as effective attack of honey adulteration, ban and restraint of legalization of fake honey, boutique strategy and famous brand strategy of companies.
作者
徐国钧
李建琴
刘浩天
Xu Guojun, Li Jianqin2 ,Liu Haotian1(1 College of Bee Science, Fujian Agriculture ＆ Forestry University, Fuzhou 350002, China; 2 College of Economics, Zhejiang University, Hangzhou 310027, Chin)
出处
《中国蜂业》
2018年第4期63-68,共6页
Apiculture of China
基金
国家蜂产业技术体系建设专项(CARS-45-KXJ20)
关键词
消费者
蜂蜜
网购意愿
调查问卷
影响因素
consumer
honey
online shopping intention
questionnaire survey
influential factors
