不同营销内容场景下青年消费者生活形态与其生鲜农产品态度的关系研究  

Relationship between Youth Consumers’Lifestyle and their Attitude towards Fresh Agricultural Products in Different Marketing Content Scenarios

作　　者：齐文娥[1] 孔露露 李嘉慧 杨学儒[1] QI Wene;KONG Lulu;LI Jiahui;YANG Xueru(School of Economics&Management,South China Agricultural University,Guangzhou 510642,China;School of Accounting,Guangzhou College of Technology and Business,Guangzhou 528138,China)

机构地区：[1]华南农业大学经济管理学院,广东广州510642 [2]广州工商学院会计学院,广东广州528138

出　　处：《农林经济管理学报》2023年第4期446-456,共11页Journal of Agro-Forestry Economics and Management

基　　金：国家社会科学基金重大项目(21&ZD090);财政部和农业农村部国家现代农业产业技术体系专项(CARS-32-14)。

摘　　要：基于电商平台营销信息和情景准实验问卷调查数据,分析确定生鲜农产品营销内容类别和青年消费者生活形态,探究青年消费者生活形态与其生鲜农产品态度间的关系以及营销内容对此关系的调节作用。结果表明:当前生鲜农产品的营销内容主要集中于产品文化、产品特征和生产过程等3个方面;青年消费者生活形态包括新颖个性、健康品质、信息关注、理性消费和人际交往等5个维度。除新颖个性外,其余4个维度均对其生鲜农产品态度具有显著正向影响作用;不同营销内容场景下,青年消费者生活形态不同维度对其产品态度的影响也具有显著差异。基于此,建议生鲜农产品商家根据生活形态细分青年消费者市场,实施精准营销;对生鲜农产品营销信息进行分类展示,以吸引不同类型消费者提升其产品态度。Based on e-commerce platform marketing information and scenario quasi experimental questionnaire survey data,the categories of fresh agricultural product marketing content and the lifestyle of young consumers were analyzed and determined,and the relationship between the lifestyle of young consumers and their attitudes towards fresh agricultural products were explored as well as the moderating effect of marketing content on this relationship.The results indicate that the current marketing of fresh agricultural products mainly focuses on content of three aspects:product culture,product characteristics,and production process.The lifestyle of young consumers includes five dimensions,namely,novel personality,health quality,information attention,rational consumption,and interpersonal communication.Except for novel personality,the other four dimensions have a significant positive impact on their attitude towards fresh agricultural products.In the face of different marketing content scenarios,there exist significant differences in the impact of different dimensions of young consumers’lifestyle on their product attitudes.Therefore,it is recommended that fresh agricultural product merchants can segment the youth consumer market corresponding to their lifestyle and implement precision marketing,and categorize and display marketing information of fresh agricultural products to attract different types of consumers to enhance their product attitudes.

关 键 词：产品态度 生活形态 青年消费者 营销内容 

分 类 号：F713.5[经济管理—市场营销]