消费者对有机大米的认知度及购买意愿分析——基于乌鲁木齐消费者的调查  

Analysis of Organic Rice Awareness and Purchase Intent: Based on the Investigation of Urumqi Consumers

作　　者：蒲娟[1] 余国新[1] 姚瑶[1] 刘海燕[1] 

机构地区：[1]新疆农业大学经济与贸易学院,新疆乌鲁木齐830052

出　　处：《天津农业科学》2016年第1期63-67,73,共6页Tianjin Agricultural Sciences

基　　金：2014年新疆农业大学自治区级产学研联合培养研究生示范基地项目(xjaucxy-yjs-20141017)

摘　　要：基于对乌鲁木齐市消费者进行的实地调研,以177份有效问卷为数据基础,分析消费者对有机大米的认知程度、购买意愿及其影响因素。结果表明,目前乌鲁木齐市消费者对有机大米的认知属于初始阶段,认知度有待提高,同时购买有机大米的消费者较少,其购买意愿具有较大的提升空间。而消费者的年龄、职业、学历、月收入等是影响消费者认知及购买愿意的主要因素。根据调研结果,提出有利于加强消费者对有机大米的认知以提升消费者有机大米的购买意愿的对策与建议。Based on the data of 177 valid questionnaires which come from the field investigation of consumers in Urumqi, analyzed the degree of consumer＇s perception of organic rice, purchase intention and its influencing factors. The result has indicated that the consumer＇s perception of organic rice is still at the initial stage, awareness needs to be improved, at the same time there are fewer consumers to buy organic rice, and the purchase intention has great room to improve. However consumer＇s age, occupation, education and income are the main factors influencing the consumers＇ willingness to cognitive and purchase. According to the research results, puts forward to countermeasures and suggestions to strengthen consumer＇s perception of organic rice and enhance the consumer purchase intention of organic rice.

关 键 词：有机大米 认知度 购买意愿 

分 类 号：C913.3[经济管理]