影响消费者生鲜农产品购买决策的产品特征因素分析  

Factor analysis of the products' characteristics that influencing the consumers' purchase decision of fresh agricultural products

作　　者：石朝光[1] 王凯[1] 

机构地区：[1]南京农业大学经济管理学院,江苏南京210095

出　　处：《浙江农业学报》2011年第1期170-175,共6页Acta Agriculturae Zhejiangensis

基　　金：国家自然科学基金项目(70573050)

摘　　要：基于362份生鲜农产品消费者调查问卷,构建了因子分析模型,研究影响消费者生鲜农产品购买决策的主要产品特征因素。结果表明,影响消费者生鲜农产品购买决策的因子有推介因子、质量安全因子、价格因子和便利因子,这4个公共因子对消费者果蔬类生鲜农产品购买决策的影响程度依次减弱。作者在此基础上提出了相应的对策建议。This paper has constructed a model of factor analysis based on 362 questionnaires of vegetable customers,and studied the key products＇ characteristics that influencing the consumers＇ purchase decision of fresh agricultural products.The results indicated that there were four common factors influencing consumers＇ purchase decision of fresh agricultural products as follows：the promoting factor,the quality and safety factor,the price factor and convenience factor.The influence degree of these four common factors on the consumers＇ purchase decision of fresh agricultural products decreased successively.Based on this the authors put forward the corresponding countermeasures.

关 键 词：购买决策 因子分析 农产品 消费者 

分 类 号：F304.3[经济管理—产业经济]