青年消费群体小众酒类品牌购买意愿及影响因素研究  

Research on the purchase intention and influencing factors of niche alcohol brand products among the young consumer groups

作　　者：杨文光 陈君丽 聂晓敏 YANG Wenguang;CHEN Junli;NIE Xiaomin(School of Business Administration,Xinjiang University of Science and Technology,Korla 841000,China)

机构地区：[1]新疆科技学院工商管理学院,新疆库尔勒841000

出　　处：《中国酿造》2024年第10期278-282,共5页China Brewing

基　　金：新疆维吾尔自治区高校科研项目(XJEDU2022J041);新疆科技学院国家级大学生创新创业训练计划项目(202313561003)。

摘　　要：消费多元化对酒类品牌创新具有重要驱动作用,尤其是青年消费群体在酒类产品需求方面表现出较强的差异性,促使传统酒类企业尝试创新小众酒类品牌,吸引中小企业投资小众酒类品牌。然而,青年消费群体是否会青睐小众酒类品牌,是否愿意购买小众酒类品牌产品等市场问题仍然有待探究。研究采用问卷调查法,利用Credamo见数平台进行问卷智能分发,对青年消费群体小众酒类品牌购买意愿及影响因素进行实证研究。结果表明,青年消费群体对小众酒类品牌产品整体关注度较高,显著影响青年消费群体购买小众酒类品牌的因素包括消费者性别、每月可支配收入、购买经历、产品口感、产品个性化程度、广告关注度、品牌的信任程度等(P<0.05)。因此,小众酒类品牌营销时应当注重瞄准青年消费群体需求,提升酒类品牌知名度,改善产品消费体验,优化产品分销渠道,建立企业绿色营销理念,从而增加小众酒类品牌的销量,打造企业新的业务增长点。Consumption diversification plays an important driving role in alcohol brand innovation,especially the young consumer groups show strong differences in the demand for alcohol products,which urges traditional alcohol enterprises to try to innovate niche alcohol brand products and attract small and medium-sized enterprises to invest in such brands.However,market issues such as whether young consumer groups will favor niche alcohol brands and they are willing to buy niche alcohol brand products still remain to be further studied.In this study,the purchasing intention and influencing factors of niche alcohol brand products of young consumer groups were empirically-studied by using questionnaire survey method and intelligent questionnaire distribution using Credamo platform.The results showed that young consumer groups paid high attention to niche alcohol brands,and the factors that significantly affect young consumer groups to buy niche alcohol brand products included consumer gender,monthly disposable income,purchase experience,product taste,product personalization degree,advertising attention,brand trust degree and so forth(P<0.05).Therefore,the marketing of niche alcohol brand products should focus on the needs of young consumer groups,enhance the awareness of alcohol brands,improve product consumption experience,optimize product distribution channels,and establish enterprise green marketing concepts,so as to increase the sales of niche alcohol brand products and create new business growth points for enterprises.

关 键 词：小众酒类品牌 青年消费群体 购买意愿 影响因素 

分 类 号：T-9[一般工业技术] TS261[轻工技术与工程—发酵工程]