消费者对石门柑橘的购买行为及影响因素研究 ——基于实地与线上问卷调研数据的分析  

作　　者：廖寅丽 

机构地区：[1]湖南农业大学公共管理与法学学院,长沙410125

出　　处：《智慧农业导刊》2025年第5期107-111,共5页JOURNAL OF SMART AGRICULTURE

摘　　要：把握消费市场的规律,了解消费者对石门柑橘的要求,对于推动石门柑橘产业发展、进一步实施乡村振兴意义深远。该文基于问卷数据,建立二元logistic回归模型分析研究影响石门柑橘消费的因素。研究发现,购买动机、购买渠道、获取农产品信息的途径对石门柑橘购买行为具有显著影响;此外,性别、家庭平均月收入和消费者受教育水平对石门柑橘消费者的购买行为具有显著影响。对此,该文提出加速石门柑橘区域品牌化建设、推动产品多元化、优化石门柑橘市场网络等建议,推动石门柑橘可持续发展。Grasping the laws of the consumer market and understanding consumers'requirements for Shimen citrus are of far-reaching significance for promoting the development of Shimen citrus industry and further realizing rural revitalization.Based on questionnaire data,this paper established a binary logistic regression model to analyze and study the factors affecting citrus consumption in Shimen.The study found that purchasing motivation,purchasing channels,and ways to obtain agricultural product information have a significant impact on Shimen citrus purchasing behavior;in addition,gender,average monthly household income and consumer education level have a significant impact on Shimen citrus consumers'purchasing behavior.In this regard,the article puts forward suggestions such as accelerating the brand construction of Shimen citrus regions,promoting product diversification,and optimizing the Shimen citrus market network to promote the sustainable development of Shimen citrus.

关 键 词：石门柑橘 消费者行为 二元LOGISTIC回归 品牌化 农产品 

分 类 号：F323[经济管理—产业经济]