葡萄酒消费者行为影响因素研究综述  

Literature Review of the Influencing Factors of Wine Consumer Behavior

作　　者：李甲贵[1] 王亚宾[1] 杨和财[1] 李换梅[1] 

机构地区：[1]西北农林科技大学葡萄酒学院/陕西省葡萄与葡萄酒工程技术研究中心,陕西杨凌712100

出　　处：《安徽农业科学》2016年第2期262-265,共4页Journal of Anhui Agricultural Sciences

基　　金：西北农林科技大学基本科研业务费科技创新专项(2452015211);西北农林科技大学博士科研启动基金项目(2014BSJJ069);西北农林科技大学基本科研业务费人文社科项目(2014RWYB26)

摘　　要：从个人特征、葡萄酒认知水平、消费动机、产品特征、参照群体、产品涉入水平、传统文化及生活方式等方面对国内外葡萄酒消费者行为影响因素研究成果进行了梳理,指出了我国学者葡萄酒消费者行为研究的方向。结果表明:我国学者对葡萄酒消费者行为影响因素的研究主要以大学生和青年消费者群体为主,对其他消费群体的研究较少;大多是针对某一城市或地区的研究,缺乏地区之间的比较;描述性研究较多,缺乏多因素模型的系统研究。未来研究中,研究人员可以引入我国传统文化及酒文化作为葡萄酒消费者行为的前置影响因素;可以开展固定样本连续调查研究,以探析我国葡萄酒消费者购买行为的动态变化过程,把握其行为变化的内在规律。Influencing factors of wine consumer behavior at home and abroad were researched based on the personal characteristics, wine cog- nitive level, consumer motivation, products characteristics, reference group, traditional culture, life style, product involvement level and so on. Research direction of wine consumer behavior in China was pointed out. Research results showed that the studies on influencing factors of wine consumer behavior in China were focused on university students and young adult consumers in a given area or city, and few researches were found on other consumer groups and tile comparison between different regional markets. There are more descriptive studies than multi-fac- tor model system studies. In the future, Chinese researchers should introduce Chinese traditional culture and Chinese wine culture into wine consumer behavior study, and carry out panel research to explore the dynamic changing process of Chinese wine consumers and to grasp the in- ner regularity of their behavior change. Key words Wine; Consumer behavior; Influencing factors

关 键 词：葡萄酒 消费者行为 影响因素 

分 类 号：S-9[农业科学] F713.5[经济管理—市场营销]