消费者对有机认证葡萄酒持续购买意愿及影响因素研究  

Research on Consumers’Willingness to Continuously Purchase Organic Certified Wine and Its Influencing Factors

作　　者：苗莉 乔舒涵 肖雅迪 杨文光 MIAO Li;QIAO Shuhan;XIAO Yadi;YANG Wenguang(Xinjiang University of Science and Technology,College of Business Administration,Korla 841000)

机构地区：[1]新疆科技学院工商管理学院,库尔勒841000

出　　处：《食品工业》2023年第11期233-236,共4页The Food Industry

基　　金：新疆维吾尔自治区高校科研项目“焉耆盆地葡萄酒产业集群风险的因素诊断与防范研究”(XJEDU2023P156)。

摘　　要：健康意识增强有效驱动了有机产品消费,有机葡萄酒消费也成为重要发展趋势。由于购买葡萄酒消费群体具有差异化特征,有机葡萄酒持续购买意愿成为促进有机葡萄酒产品销售稳定增长的关键。研究采用Credamo见数平台在线问卷调查方法对消费者购买有机葡萄酒持续购买意愿进行调查,发现消费者对于有机葡萄酒的持续购买意愿现状,构建Logstics回归分析模型,分析消费者购买有机葡萄酒的影响因素。研究结果表明,影响消费者持续购买有机葡萄酒的因素有消费者个人的受教育程度、职业特性、产品认知、口感偏好等。从研究结果可以看出,有机葡萄酒产品复购率的增长需要企业精准定位目标市场,创新葡萄酒产品的风味,积极参与葡萄酒赛事活动,采取适当的葡萄酒产品价格策略等,提升有机葡萄酒产品购买的忠诚度。The enhancement of health awareness has effectively driven the consumption of organic products,and the consumption of organic wine has also become an important development trend.Due to the differentiated characteristics of the consumer groups who buy wine,the continued willingness to buy organic wine has become the key to promote the stable growth of the sales of organic wine products.The research uses the online questionnaire survey method of Credamo to investigate consumers’continuous purchase intention of organic wine,fnds out the current situation of consumers’continuous purchase intention of organic wine,builds a Logstics-regression analysis model,and analyzes the influencing factors of consumers’purchase of organic wine.The research results show that the factors that affect consumers’continuous purchase of organic wine include consumers’education,professional characteristics,product cognition,taste preference,etc.From the research results,it can be seen that the increase of the repurchase rate of organic wine products requires enterprises to accurately locate the target market,to innovate the fiavor of wine products,to actively participate in wine events,and to take appropriate wine product price strategies,etc.,in order to improve the loyalty of organic wine products.

关 键 词：消费者 有机葡萄酒 持续购买意愿 影响因素 研究 

分 类 号：F426.82[经济管理—产业经济] F713.55