摘要
选取知名农产品区域品牌烟台大樱桃为对象,根据山东省262位消费者的调查数据,采用二元Logistic回归模型,利用SPSS 20.0软件实证分析了新媒体营销对消费者购买烟台大樱桃行为的影响因素。结果表明,消费者性别、新媒体使用频率、新媒体有用性、新媒体交互性以及新媒体可信性对消费者购买行为具有显著的正向作用;消费者年龄、文化程度、收入情况以及新媒体易用性对消费者购买行为的影响不显著。最后,为促进新媒体营销推广农产品区域品牌提出了相关的政策建议。
Yantai Giant Cherry was selected,a well-known regional brand of agricultural products,as the object.Based on the survey data of 262 consumers in Shandong province,a binary logistic regression model and SPSS 20.0 soft was used to empirically analyze in⁃fluence factors of the new media marketing on consumers purchase behavior of Yantai Cherry.The results showed that consumer gen⁃der,frequency of new media use,usefulness of new media,interactivity of new media,and credibility of new media had a significant positive effect on consumers purchase behavior of Yantai Giant Cherry;Consumer age,education,income,andusability of the new media had no significant impact on its purchase behavior.Finally,related policy recommendations were put forward to promote the new media marketing to promote regional brands of agricultural products.
作者
王涵
李玫瑰
盖宇姮
张于婧
WANG Han;LI Mei-gui;GAI Yu-heng;ZHANG Yu-jing(Yantai Research Institute,China Agricultural University,Yantai 264670,Shandong,China)
出处
《湖北农业科学》
2020年第19期47-50,共4页
Hubei Agricultural Sciences
基金
中国农业大学烟台研究院URP项目(U20192012)。
作者简介
王涵(1999-),女,山东德州人,在读本科生,研究方向为市场营销,(电话)19819289183(电子信箱)wanghan333888@163.com;通信作者:李玫瑰(1973-),女,山东莱州人,副教授,主要从事国际贸易方面的研究,(电子信箱)rose7653@126.com。
