摘要
为研究在线葡萄酒消费行为,对葡萄酒消费者行为(包括消费者葡萄酒饮用史、饮用场景、消费者相关生活方式)进行调查,并对调查数据进行分析,共取得3 369个样本数据。结合结构方程模型建模,首先对调查样本的年龄、地域分布、瓶单价、饮用瓶数、饮用频率、饮用时间、葡萄酒相关知识水平等进行了描述性分析;其次在对数据内在一致性检验的基础上结合结构方程模型进行建模,在主成分分析的基础上,得到葡萄酒公务消费型、葡萄酒发烧友型、葡萄酒享受型、葡萄酒时髦消费型和葡萄酒年轻新饮型共5种类型细分市场。
In order to research consumers＇ behavior of online wine, the consumers＇ behaviors （including wine drinking history, drinking scene and related lifestyles） were investigated, and the survey data was analyzed. A total of 3 369 survey sample data was obtained. Combined structural equation model for modeling, firstly, the age, area distribution, price of per bottle, drinking bottle number, drinking frequency, drinking time, wine related knowledge level of survey samples were analyzed descriptively. Secondly, on the basis of the internal consistency test of data, the structural equation model was established. On the basis of principal component analysis, five types of market segments including wine business consumption type, wine enthusiastic fancier type, wine enjoyment type, wine fashionable consumption type and wine young new drinking type were obtained.
出处
《中国酿造》
CAS
北大核心
2017年第10期195-200,共6页
China Brewing
基金
西北农林科技大学基本科研业务费-人文社科项目(2014RWYB26)
杨凌示范区科技计划项目(2016RKX-11)
作者简介
王亚宾（1972-），男，讲师，硕士，研究方向为葡萄酒市场学和消费者行为学。
通讯作者：李甲贵（1975-），男，副教授，博士，研究方向为葡萄酒市场营销。
