摘要
根据问卷调查数据,统计当前城市茶叶消费者的购买渠道分布,并应用多元离散选择模型,以网络购买渠道为参照,分析城市居民对茶叶购买渠道选择的影响因素。模型结果显示:年龄、文化程度、个人年收入、购买目的、购买次数、价格、外形和单位性质对茶叶购买渠道选择均有显著的影响;是否有饮茶习惯和性别对茶叶购买渠道选择的影响不显著。年龄越大的消费者更倾向实体店购买,购买次数越多的消费者也倾向于通过实体店购买。文化程度越高、在企业就业、收入越高、对价格敏感、关注外形的消费者则倾向于网络购买。
According to the survey data,current purchase channel distribution of the urban tea consumers was investigated in the present paper.Taking the network purchase channel as the reference,the multivariate discrete choice model was applied to analyze the factors influencing urban tea consumers choosing purchase channel.The results showed that age,degree of education,personal annual income,purchase motivation,purchase frequency,price,appearance and the property of company significantly influenced the their choice of purchase channel.However,drinking habits and gender had no significant influence on purchase choice.The older consumers and those who purchased tea frequently preferred to buy tea in entities shop.Consumers who had higher degree,worked for the enterprise,had higher yearly payroll,was sensitive to price or paid attention to tea appearance tended to online shopping.
作者
陈富桥
杜佩
姜仁华
姜爱芹
CHEN Fuqiao;DU Pei;JIANG Renhua;JIANG Aiqin(Tea Research Institute,Chinese Academy of Agriculture Science,Hangzhou 310008,China)
出处
《茶叶》
2018年第1期25-29,共5页
Journal of Tea
基金
国家茶叶产业技术体系产业经济研究岗(CARS-19-10B)
中国农业科学院科技创新工程"茶叶质量与风险评估创新团队"(CAAS~ASTIP~2014~TRICAAS)
农业部茶叶质量安全控制重点实验室的阶段性研究成果之一
关键词
城市居民
茶叶
购买渠道选择
多元离散选择模型
urban residents
tea
purchase channel choice
multivariate discrete choice model
作者简介
陈富桥(1979年-),男,河南周口人,经济学博士,副研究员,主要从事农业经济与茶叶经济研究。;通讯作者:jiangaiqin@tricaas.com
