消费者地理标志产品产地态度及其购买意愿研究——以黄山毛峰为例
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摘要
以地理标志产品黄山毛峰为例,通过对黄山毛峰消费者的问卷调查,测定消费者对地理标志产品黄山毛峰产地的态度,并运用二元logistic模型,定量分析消费者地理标志产品产地态度对其购买意愿的影响。研究结果表明,消费者地理标志产品产地态度对其购买意愿有着重要的影响,但不同的产地态度评价特征的影响程度存在一定的差异性。在此基础上,提出了相关对策建议。
Based on the questionnair survey of the consumers of the geographical indication product of Huangshan maofeng tea,consumers' attitudes towards region of origin were measured; and the influence of consumers' attitudes towards region of origin on consumers' purchase willingness was identified and quantified by using a binary Logistic model. The results indicated that consumers' attitudes towards region of origin had an important influence on consumers' purchase willingness. Finally,the relevant countermeasures were put forward.
Based on the questionnair survey of the consumers of the geographical indication product of Huangshan maofeng tea,consumers' attitudes towards region of origin were measured; and the influence of consumers' attitudes towards region of origin on consumers' purchase willingness was identified and quantified by using a binary Logistic model. The results indicated that consumers' attitudes towards region of origin had an important influence on consumers' purchase willingness. Finally,the relevant countermeasures were put forward.
引文
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[3]张国政,徐增,唐文源.茶叶地理标志溢价支付意愿研究——以安化黑茶为例[J].农业技术经济,2017(8):110-116.
[4]占辉斌,陈超.消费者对黄山地理标志茶叶认知及购买行为的计量经济分析[J].农业系统科学与综合研究,2011(2):181-185.
[5]郝建强,伊黎,周绪,宝张乐.消费者对农产品地理标志认知度和购买行为的分析[J].农产品质量与安全,2012(6):18-21.
[6]周安宁,应瑞瑶.消费者对地理标志农产品支付意愿及其影响因素研究——基于消费者行为心理因素的分析框架及实证检验[J].学术探索,2012(5):110-113.
[7]周安宁,应瑞瑶.我国消费者地理标志农产品支付意愿研究:基于淘宝网“碧螺春”交易数据的特征价格模型分析[J].华东经济管理,2012(7):111-114.
[8]陈刚.消费者对地理标志产品的购买意愿及其影响因素研究[D].重庆:西南政法大学,2013.
[9]尚旭东.消费者对地理标志农产品支付意愿的实证分析——以盐池滩羊为例[J].技术经济与管理研究,2014(1):123-128.
[10]Supekova S,Suhaj M,Pasiar V.Slovak foodstuffs designated protected geographical indication by Slovak consumers-Comparison ofcustomer types'attitude by multivariate statistics[J].Journal of Food and Nutrition Research,2009,47(4):205-208.
[11]Adinolfi F,Rosa MD,Trabalzi F.Dedicated and generic marketing strategies:The disconnection between geographical indications and consumer behavior in Italy[J].British Food Journal,2011,113(3):419-435.
[12]陶世奇,丰志培.基于四化协调视角的县域经济发展研究——以亳州为例[J].赤峰学院学报,2014(8上):84-89.
[13]Knight G A,Calanton R J.A Flexible Model of Consumer Country-or-Origin Perceptions[J].International Marketing Review,2000,17(2):127-145.
[14]符国群,佟学英.品牌、价格和原产地如何影响消费者的购买选择[J].管理科学学报,2003(6):79-84.
[15]李东进,武瑞娟,魏善斌.地区形象对消费者购买意向影响研究——以天津和上海为例[J].管理评论,2010(7):67-75.
[16]汪伟.农产品原产地形象对消费者购买意向的影响研究——以山东烟台苹果为例[D].重庆:重庆工商大学,2013.