基于庭院经济城镇化的盆栽蔬菜购买意愿及购后评价研究  

Analysis of purchase intention and post-purchase evaluation of potted vegetables based on courtyard economy urbanization

作　　者：朱倩玉 吕化霞[1,2] 刘营 赵忠伟 何菲菲 亓武臣 ZHU Qianyu;LÜHuaxia;LIU Ying;ZHAO Zhongwei;HE Feifei;QIWuchen(Research Institute of Rural Revitalization and Regional Economic Development in the New Era,Weifang University of Science and Technology,Weifang 262700,Shandong,China;Economics Management College,Weifang University of Science and Technology,Weifang 262700,Shandong,China)

机构地区：[1]潍坊科技学院新时代乡村振兴与区域经济发展研究院,山东潍坊262700 [2]潍坊科技学院经济管理学院,山东潍坊262700

出　　处：《中国瓜菜》2024年第8期195-201,共7页China Cucurbits And Vegetables

基　　金：国家自然科学基金(71841054);山东省重点研发计划(软科学项目)(2023RKY02013);山东省社科联人文社科项目(2021-ZXCY-16);工业和信息化部党的政治建设研究中心基础课题(19GZY411);山东省艺术科学重点课题(L2023Z04190797);潍坊科技学院2024年课程思政教学改革研究课题(2024KCSZJG4)。

摘　　要：人们对美好生活的向往,一方面表现在人们生活水平的提高,另一方面表现在人居环境的改善。由于盆栽蔬菜具有价格低、性价比高、品种多等特点,使其成为盆栽蔬菜产业发展中新的消费市场。为平衡市场供求关系,为盆栽蔬菜企业建立市场需求支点,开展此次研究,研究过程与结论如下:首先,通过分析问卷数据,发现女性、20~40岁人群、企事业管理人员、月收入5000~10000元以及居住在城镇的人员是主要目标消费群体。其次,运用Phython对随机抽取的淘宝网站盆栽植物购后评价数据进行获取和文本挖掘分析,得出低廉的盆栽种苗价格(3~10元·盆^(-1))、较短的发芽周期(7~8 d)、较高的种子发芽率、较快的物流、较好的包装能极大地提高盆栽蔬菜消费者的满意度。再次,基于用户画像特征和满意度的评价因素,显示出大部分人都有购买盆栽蔬菜的意愿,可以为社会带来较高的市场价值、经济效益和生态效益。The yearning for a better life is reflected not only in the improvement of people’s living standards,but also in the enhancement of their living environment.Due to its low price,high performance-price ratio and multiple varieties,the potted vegetable becomes a new consumption market in the development of vegetable industry.In order to balance the supply and demand of the market,and establish the market demand fulcrum for potted vegetable enterprises,this study is conducted.The research process and conclusions are as follows.Firstly,based on the analysis of the questionnaire survey,women,20-40-year-old people,enterprise managers,monthly income of 5000-10000 Yuan and people living in urban are the main target consumer groups.Secondly,the Phython method was used to obtain and analyze the post-purchase evaluation data of potted plants randomly on Taobao website.It showed that the lower price of potted plant seedlings(3-10 Yuan each pot),shorter germination cycle(7-8 days),higher seed germination rate,faster logistics,and better packaging can greatly improve consumer satisfaction.Thirdly,the evaluation factors based on the user’s portrait characteristics and satisfaction showed that most people had the willingness to buy potted vegetable,which could bring good market value,economic benefits and ecological benefits to the society.

关 键 词：盆栽蔬菜 蔬菜种苗 庭院经济 

分 类 号：S63-3[农业科学—蔬菜学]