葡萄酒购买行为影响因素的差异——基于葡萄酒主产区与非主产区712个样本的调查

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英文篇名：Differences in the Factors Influencing the Purchasing Behaviour of Grape Wine: a Study Based on 712 Survey Samples in Major and Non-Major Wine Producing Areas 作者：徐绍荣 ; 刘潍嘉 ; 殷超 ; 王承国 ; 潘立臣 英文作者：XU Shaorong;LIU Weijia;YIN Chao;WANG Chengguo;PAN Lichen;Yantai Research Institute, China Agricultural University; 关键词：葡萄酒 ; 购买行为 ; Logistic模型 ; 烟台 ; 泰安 英文关键词：wine;;purchasing behaviour;;Logistic model;;Yantai;;Tai'an 中文刊名：NJKJ 英文刊名：Liquor-Making Science & Technology 机构：中国农业大学烟台研究院; 出版日期：2019-03-18 出版单位：酿酒科技 年：2019 期：No.297 基金：中国农业大学烟台研究院URP计划项目“葡萄酒消费市场调查与分析——以山东省部分地区为例”(U20183071);中国农业大学烟台研究院校内基金项目“葡萄酒品牌忠诚影响因素研究——基于山东省部分城镇居民的调查” 语种：中文; 页：NJKJ201903033 页数：6 CN：03 ISSN：52-1051/TS 分类号：128-133

摘要

基于烟台和泰安712份样本数据,从3个维度选取11个自变量比较葡萄酒主产区与非主产区葡萄酒购买行为影响因素差异情况。均值比较结果表明,饮酒习惯、文化认知、购买行为差异显著,其他因素差异均不显著。回归结果表明,月收入、饮酒习惯、原料、产品感知、品牌价格和物流包装对两个地区购买行为均表现为显著正相关关系;性别、年龄对非主产区购买行为影响显著,回归系数分别为正和负;文化认知对主产区购买行为影响显著,回归系数为正。
        Based on 712 survey samples in Yantai and Tai'an, 11 independent variables from 3 dimensions were selected to compare the differences in the factors influencing the purchasing behaviour of grape wine between major and non-major wine producing areas.The comparison results showed that, there were significant differences in drinking habits, cultural cognition and purchasing behaviour, and there were insignificant differences in other variables. The binary logistic regression analysis showed that, the significant positive correlations existed among income, drinking habits, raw material, products cognition, brand price and packaging in both major and non-major wine producing areas; gender and age had significant influence on the purchasing behaviour in non-major wine producing areas, while the corresponding regression coefficients were positive value and negative value respectively; cultural cognition had significant influence on the purchasing behaviour in major wine producing areas, while the regression coefficient was positive value.

引文

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