消费者对“农超对接”产品购买行为的实证分析  

An Empirical Analysis of Consumers' Buying Behavior of “Farmer-Supermarket Direct-Purchase”Products

作　　者：刘兵[1] 胡定寰[2] 

机构地区：[1]沈阳农业大学经济管理学院,沈阳110866 [2]中国农科院农业经济与发展研究所,北京100081

出　　处：《商业研究》2013年第7期151-157,共7页Commercial Research

基　　金：农业部公益行业科研专项课题"现代农业产业工程集成技术与模式研究";项目编号:200903009

摘　　要：本文基于北京市消费者调查数据,通过构建Tobit模型对"农超对接"产品购买行为及影响因素进行实证分析。结果表明,消费者对"农超对接"产品购买行为首先取决于这类产品的新鲜度和可追溯性;超市广告和媒体宣传对此类产品购买具有正向作用;超市提供的良好购物环境使消费者更倾向于购买此类产品。Based on consumer survey data in Beijing City, this paper builds the Tobit model to analyze the influence factors of consumers＇ buying behavior of ＂farmer- supermarket direct- purchase＂ products. The results show that the consumers＇ buying behavior is based on the freshness and traceability of the ＂farmer - supermarket direct - purchase＂ products; the supermarket advertisement and media propaganda for ＂farmer - supermarket direct - purchase＂ products make significant positive effects on the buying behavior for this kind of product; comfortable shopping environment makes consumers be more inclined to buy this kind of product.

关 键 词：农超对接 农产品消费 购买行为 

分 类 号：F014.5[经济管理—政治经济学] F713.1