| 影响消费者生鲜农产品购买决策的产品特征因素分析 |
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| 引用本文： | 石朝光,王凯.影响消费者生鲜农产品购买决策的产品特征因素分析[J].浙江农业学报,2011,23(1). |
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| 作者姓名： | 石朝光 王凯 |
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| 作者单位： | 南京农业大学,经济管理学院,江苏,南京,210095 |
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| 摘 要： | 基于362份生鲜农产品消费者调查问卷,构建了因子分析模型,研究影响消费者生鲜农产品购买决策的主要产品特征因素.结果表明,影响消费者生鲜农产品购买决策的因子有推介因子、质量安全因子、价格因子和便利因子,这4个公共因子对消费者果蔬类生鲜农产品购买决策的影响程度依次减弱.作者在此基础上提出了相应的对策建议.
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| 关 键 词： | 购买决策 因子分析 农产品 消费者 |
Factor analysis of the products'characteristics that influencing the consumers' purchase decision of fresh agricultural products |
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| SHI Chao-guang,WANG Kai.Factor analysis of the products'characteristics that influencing the consumers' purchase decision of fresh agricultural products[J].Acta Agriculturae Zhejiangensis,2011,23(1). |
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| Authors: | SHI Chao-guang WANG Kai |
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| Institution: | SHI Chao-guang,WANG Kai (College of Economics & Management,Nanjing Agricultural University,Nanjing 210095,China) |
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| Abstract: | This paper has constructed a model of factor analysis based on 362 questionnaires of vegetable customers,and studied the key products' characteristics that influencing the consumers' purchase decision of fresh agricultural products.The results indicated that there were four common factors influencing consumers' purchase decision of fresh agricultural products as follows:the promoting factor,the quality and safety factor,the price factor and convenience factor.The influence degree of these four common factor... |
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| Keywords: | purchase decision factor analysis agricultural products consumers |
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