消费者地理标志产品产地态度及其购买意愿研究——以黄山毛峰为例  

Research on Consumers' Attitudes towards Region of Origin of Geographic Indication Products and Purchase Willingness——Taking the Geographical Indication Product of Huangshan Maofeng Tea as an Example

作　　者：占辉斌[1,2] Zhan Huibin(School of Economics and Management,Huangshan University,Huangshan 245041;School of Economics and Management,Nanjing University of Aeronautics and Astronautics)

机构地区：[1]黄山学院经济管理学院,黄山245041 [2]南京航空航天大学经济与管理学院

出　　处：《黑龙江八一农垦大学学报》2018年第3期108-112,共5页journal of heilongjiang bayi agricultural university

基　　金：国家自然科学基金重大/重点项目培育项目(NP2015208);安徽省教育厅优秀青年人才支持计划重点项(gxyqZD2016295);安徽省哲学社会科学规划项目(AHSKY2015D34;AHSK11-12D304)

摘　　要：以地理标志产品黄山毛峰为例,通过对黄山毛峰消费者的问卷调查,测定消费者对地理标志产品黄山毛峰产地的态度,并运用二元logistic模型,定量分析消费者地理标志产品产地态度对其购买意愿的影响。研究结果表明,消费者地理标志产品产地态度对其购买意愿有着重要的影响,但不同的产地态度评价特征的影响程度存在一定的差异性。在此基础上,提出了相关对策建议。Based on the questionnair survey of the consumers of the geographical indication product of Huangshan maofeng tea,consumers＇ attitudes towards region of origin were measured; and the influence of consumers＇ attitudes towards region of origin on consumers＇ purchase willingness was identified and quantified by using a binary Logistic model. The results indicated that consumers＇ attitudes towards region of origin had an important influence on consumers＇ purchase willingness. Finally,the relevant countermeasures were put forward.

关 键 词：消费者 地理标志产品黄山毛峰 产地态度 购买意愿 

分 类 号：F274[经济管理—企业管理]