欢迎访问《中国农学通报》,

中国农学通报 ›› 2020, Vol. 36 ›› Issue (11): 157-164.doi: 10.11924/j.issn.1000-6850.casb18120007

所属专题: 玉米

• 三农研究 • 上一篇    

消费者对本地品牌鲜食玉米的购买意愿及其影响因素分析——基于上海929份消费者调查问卷

吴天强1, 马佳2(), 王慧2,3, 杨德利1   

  1. 1上海海洋大学经济管理学院,上海 201306
    2上海市农业科学院,上海 201403
    3国际玉米小麦改良中心-中国特用玉米研究中心,上海 201403
  • 收稿日期:2018-12-04 修回日期:2019-06-12 出版日期:2020-04-15 发布日期:2020-04-28
  • 通讯作者: 马佳
  • 作者简介:吴天强,男,1993年出生,在读硕士,研究方向:农业经济理论与政策研究。通信地址:201306 上海市浦东新区沪城环路999号 上海海洋大学经济管理学院,E-mail: 13248263128@163.com
  • 基金资助:
    上海哲社课题(2017BGL020);上海鲜食玉米产业技术体系(沪农科产字(2017)第10号);沪农科创字(2018)第1-3号(2018YFD0100106-3)

Consumers’ Willingness to Buy Local Brand Fresh Maize and Analysis of Its Influencing Factors: Based on 929 Consumer Survey Questionnaire in Shanghai

Wu Tianqiang1, Ma Jia2(), Wang Hui2,3, Yang Deli1   

  1. 1School of Economics and Management, Shanghai Ocean University, Shanghai 201306
    2Shanghai Academy of Agricultural Sciences, Shanghai 201403
    3CIMMYT-China Specialty Maize Research Center, Shanghai 201403
  • Received:2018-12-04 Revised:2019-06-12 Online:2020-04-15 Published:2020-04-28
  • Contact: Ma Jia

摘要:

在农业供给侧结构性改革的时代背景下,通过对上海本地品牌鲜食玉米的购买意愿及其影响因素的实证分析,为更好地推进上海鲜食玉米的品牌建设及为引导本地品牌鲜食玉米的消费提供相应的建议。通过建立多元有序Logit模型定量分析不同消费群体的个体特征、家庭特征、消费群体对鲜食玉米的认知特征及消费者的饮食偏好对上海品牌鲜食玉米产品购买意愿的影响程度和作用方向。结果表明,消费者的性别、年龄、出生地、学历、是否愿意把鲜食玉米当作零食、是否知道上海种植鲜食玉米、对鲜食玉米产品质量安全的信任度及是否在意鲜食玉米的产地,是消费者对本地品牌鲜食玉米购买意愿的显著影响因素。综合来看,当前市场与消费者之间的信息不对称,仍是制约本地品牌发展和高质量农产品消费的重要因素。据此,从消费群体的精准定位、降低市场与消费者间的信息不对称、增加鲜食玉米产品的多样性这几个方面提出针对性的建议。

关键词: 农业供给侧, 品牌建设, 鲜食玉米, 购买意愿, Logit模型, 影响因素

Abstract:

Under the background of the structural reform of agricultural supply side, through the empirical analysis of the purchase intention of Shanghai local brand fresh corn and its influencing factors, the study aims to better promote the brand building of fresh corn and provide the corresponding advices for guiding the consumption of local brand fresh corn. Through the establishment of multivariate and orderly Logit model, we quantitatively analyzed the individual characteristics, family characteristics of different consumer groups, the cognitive characteristics of consumer groups on fresh corn and the dietary preferences of consumers on the purchase intention of Shanghai brand fresh corn products and the direction of action. The results showed that: the gender, age, place of birth, education, consumer willingness to treat fresh corn as a snack, the awareness of the fresh corn production in Shanghai, the trust in the quality and safety of fresh corn products, and the place of origin were significant factors influencing consumers’ willingness to purchase local brand fresh corn. On the whole, the current information asymmetry between the market and consumer is still an important factor restricting the development of local brands and the consumption of high-quality agricultural products. Based on this, we put forward targeted suggestions from the precise positioning of consumer groups, reducing information asymmetry between market and consumer, and increasing the diversity of fresh corn products.

Key words: agricultural supply side, brand building, fresh corn, purchase intention, Logit model, influencing factors

中图分类号: