消费者对黄山地理标志茶叶认知及购买行为的计量经济分析  

Econometric Analysis on Cognition and Buying Behavior of Consumers to the Geographical Indication Products of Huangshan Tea

作　　者：占辉斌[1,2] 陈超[1] 

机构地区：[1]南京农业大学经济管理学院,江苏南京210095 [2]黄山学院经济管理学院,安徽黄山245041

出　　处：《农业系统科学与综合研究》2011年第2期181-185,共5页System Sciemces and Comprehensive Studies In Agriculture

基　　金：国家自然科学基金项目(70973054);安徽省教育厅人文社科基金项目(2010sk446)

摘　　要：通过直接对黄山茶叶消费者进行调查,分析消费者对以黄山地理标志茶叶的认知,并运用二元logistic模型,发现和定量分析影响消费者购买黄山地理标志茶叶的因素。研究表明,当前,消费者对黄山茶叶地理标志的认知相对较低,但对黄山地理标志茶叶有强烈的购买意愿并愿意支付一定的价格溢价。同时,消费者对黄山茶叶地理标志知识的了解程度、对黄山茶叶地理标志标签的信任程度、消费者茶叶的偏好以及购买茶叶的主要用途等因素是影响消费者购买黄山地理标志茶叶的重要因素。在此基础上,提出了相关对策建议。表2,参10。Based on the investigations on the consumers of the Huangshan tea,this paper tried to analysis the cognition of consumers to the geographical indication products of Huangshan Tea.By using a binary Logistic model,this paper tried to identify and quantify the factors that influence the purchase of the geographical indication products of Huangshan Tea.The results indicated that consumers were in low cognition,but they had strong willing to buy and pay a price premium for it.Moreover,this paper found out the factors that influence the buying behavior of the geographical indication products of Huangshan Tea included consumers＇ knowledge,degree of trust in the geographical indication,and consumers＇ tea preferences etc.Finally,based on analysis made above,this paper put forward relevant countermeasures.

关 键 词：消费者 黄山地理标志茶叶 认知 购买行为 LOGISTIC模型 

分 类 号：F713.5[经济管理—市场营销]