消费者对偏远地区特色农产品的购买行为及其影响因素研究——基于2 027个消费者样本数据的考察

ANALYSIS ON THE INFLUENCING FACORS OF CONSUMERS' CONSUMPTION BEHAVIOR OF CHARACTERISTIC AGRICULTURAL PRODUCTS IN REMOTE AREAS——BASED ON 2 027 CONSUMER SAMPLE DATA

关键词:  偏远地区  特色农产品  消费行为  供给质量  回归模型

Key words:  remote areas  characteristic agricultural products  consumption behavior  supply quality  regression model

摘要:

目的 准确把握偏远地区特色农产品市场的需求特点和消费规律，对于偏远农村地区持续巩固脱贫攻坚成果、进一步实现乡村振兴意义深远。方法 文章基于2 027位消费者问卷调查数据，建立二元 Logistic模型分析偏远地区特色农产品消费的影响因素。结果 （1）家庭成员结构、职业、收入水平对偏远地区特色农产品购买行为具有显著影响；（2）购买动机、购买渠道、获取农产品供给信息的途径对偏远地区特色农产品购买行为具有显著影响；（3）农贸市场变量与溢价支付意愿呈正向显著关系，线下仍然是消费者选购农产品的主要渠道；（4）种植与营销供给质量对消费者农产品购买行为具有显著影响。结论 该文提出了偏远地区加大绿色和有机特色农产品种植，优化传统农产品市场批发流通网络，不断提升偏远地区特色农产品知名度和美誉度等政策建议。

Abstract:

Accurately grasping the demand characteristics and consumption rules of the characteristic agricultural product market in remote areas is of great significance for the remote rural areas to continuously consolidate the achievements of poverty alleviation and further realize rural revitalization. Based on the survey data of 2 027 consumers, this paper established a binary logistic model to analyze the influencing factors of characteristic agricultural products consumption in remote areas. (1) The empirical analysis found that: The structure of family members, occupation and income level had a significant effect on the purchase behavior of characteristic agricultural products in remote areas. (2) The purchase motivation, purchase channels and ways to obtain agricultural product supply information had a significant impact on the purchase behavior of characteristic agricultural products in remote areas; (3) There was a positive and significant relationship between the agricultural market variables and the willingness to pay premium, and offline was still the main channel for consumers to buy agricultural products; (4) The quality of planting and marketing supply had a significant impact on consumers' purchasing behavior of agricultural products. Finally, this study puts forward policy suggestions such as increasing the planting of green and organic agricultural products, optimizing the wholesale distribution network of traditional agricultural products market, and constantly improving the popularity and reputation of characteristic agricultural products in remote areas.