摘要
基于计划行为理论(TPB)提出实证假说,运用有序Logit模型逐一验证假说并分析影响城市居民坚果消费决策的因素。结果表明:研究期内坚果价格适度;行为态度、主观规范和知觉行为控制在一定程度上正向显著影响城市居民的坚果购买行为;随着收入和受教育水平的提高,城市居民将减少坚果购买频次,因而企业应制定合适的营销策略。最后,根据消费者的需求对产业升级的导向作用,从消费升级的三个层次出发提出若干对策措施。
⑴Background——Now the research on nut consumption behavior covers the explanation of consumption motivation,the cause of demand and the analysis of consumption differences,but less attention is paid to the influence mechanism of nut consumption decision.⑵Methods——According to the Theory of Planned Behavior,this paper constructs a theoretical analysis framework and puts forward research hypotheses on urban residents'subjective attitude,behavior norms and perceived behavior control.In order to reveal the characteristics and influencing factors of urban residents'nut purchasing behavior this paper uses the ordered logit model to carry out empirical research.⑶Results——①During the study period,the price of nuts is moderate and can be accepted.The quality of nut products is an important factor affecting nut consumption decision of urban residents.It shows that the probability of urban residents'nut consumption will increase by 153%when they increase their recognition of the quality of nut products by 1 unit.②The probability of urban residents to buy nuts will increase by 153%with each increase in the frequency of eating nuts.On the existing basis,if urban residents consume nuts more frequently than in the past,their probability of further purchasing nuts will increase significantly.③The probability of nut consumption of urban residents will increase by 32%every time for they get a fair evaluation from their colleagues or classmates.④Each major expenditure item in urban households will reduce the probability of nut purchase by 11%.⑤Individual characteristics of urban residents also have an important impact on nut purchasing behavior:income and education level are negatively correlated with nut consumption;men buy more nuts than women;urban residents living in provincial capital cities or first tier cities consume more nuts than those in prefecture level cities or county-level cities.⑷Conclusions and Discussions——First of all,it is necessary to upgrade the consumption object represented b
作者
孟贵
王莹
吴水荣
宁攸凉
MENG Gui;WANG Ying;WU Shuirong;NING Youliang(Research Institute of Forestry Policy and Information,Chinese Academy of Forestry,Beijing 100091,China)
出处
《林业经济问题》
北大核心
2021年第5期510-517,共8页
Issues of Forestry Economics
基金
中国林业科学研究院中央级公益性科研院所基本科研业务费专项资金项目(CAFYBB2019MB001、CAFYBB2020MC002)。
关键词
高质量发展
消费升级
消费决策
坚果
城市居民
high-quality development
consumption upgrading
consumption decision
nuts
urban residents
