淮安大米消费意愿调查及其影响因素分析  

Investigation of Huai'an Rice Consumption Willingness and Analysis of Its Influencing Factors

作　　者：魏杰 彭杰[1] 张豪杰 陈富平[1] 王宏宝[1] 吴传万[1] WEI Jie;PENG Jie;ZHANG Haojie;CHEN Fuping;WANG Hongbao;WU Chuanwan(Huai'an Academy of Agricultural Sciences,Huai'an,Jiangsu 223001,China)

机构地区：[1]淮安市农业科学研究院,江苏淮安223001

出　　处：《天津农业科学》2021年第11期66-71,共6页Tianjin Agricultural Sciences

基　　金：江苏省重点研发计划(BE2020390);淮安市重点研发计划(HAN201903);淮安市科技计划产业技术协同创新联盟持续支持类(HAC202003)。

摘　　要：以102份有效问卷为基础数据对淮安大米消费情况进行了网络调查,通过描述性统计,梳理了受访者对淮安大米的购买行为和消费意愿,利用卡方检验分别对受访者购买淮安大米和对淮安大米的了解程度进行了单因素方差分析。结果表明,受访者的年龄、所在城市、受教育程度和婚姻状况均是影响其购买淮安大米和对淮安大米了解程度的影响因素。在此基础上从整合品牌资源、强化稻米质量安全、打造特色优质大米和提升品牌建设四个方面提出相应的对策和建议,为淮安大米的发展和品牌建设提供参考。Based on 102 valid questionnaires as basic data,an online survey of Huai'an rice consumption was conducted.Through descriptive statistics,the respondents'purchase behavior and willingness to consume Huai'an rice were sorted out.The chi-square test was used to analyze the respondents'purchase of Huai'an rice and their knowledge of Huai'an rice into a one-way ANOVA.The results showed that the respondents'age,city,education level and marital status were all influencing factors of their purchasing degree of Huai'an rice and their understanding degree of Huai'an rice.On this basis,corresponding countermeasures and suggestions were put forward from four aspects:integrating brand resources,strengthening rice quality and safety,creating characteristic high-quality rice and enhancing rice brand construction,providing reference for the development and brand construction of Huai’an rice.

关 键 词：淮安大米 购买行为 消费意愿 

分 类 号：F326.11[经济管理—产业经济] S-9[农业科学]