本文選題：生鮮水果 + 二元Logit模型��； 參考：《消費(fèi)經(jīng)濟(jì)》2017年04期

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展與應(yīng)用,線上逐漸成為消費(fèi)者購(gòu)買生鮮水果的重要方式之一。文章利用對(duì)長(zhǎng)沙市、廣州市、重慶市、北京市、上海市、深圳市等1063名城市消費(fèi)者的線下問卷調(diào)查和422份生鮮水果購(gòu)物網(wǎng)站的線上問卷調(diào)查所得數(shù)據(jù),運(yùn)用二元Logit模型,研究了影響消費(fèi)者做出線上、線下購(gòu)買行為的主要因素。研究結(jié)果表明,消費(fèi)者的個(gè)人特征、心理特征、行為特征以及環(huán)境特征的偏好程度對(duì)生鮮水果線上、線下購(gòu)買方式的選擇有顯著影響。根據(jù)研究結(jié)論,生鮮水果的線上購(gòu)買方式必定成為未來的發(fā)展趨勢(shì),但目前線上、線下兩種方式依舊相互依存、相互影響。在進(jìn)行生鮮水果營(yíng)銷時(shí),需要結(jié)合線上、線下購(gòu)買方式的影響因素,為商家提出對(duì)策建議。
[Abstract]:With the development and application of Internet technology, online has gradually become one of the important ways for consumers to buy fresh fruits. Based on the data of 1063 urban consumers in Changsha City, Guangzhou City, Chongqing City, Beijing City, Shanghai City and Shenzhen City, and the online questionnaire survey of 422 fresh fruit shopping websites, the paper uses a binary logit model. The main factors influencing consumers' online and offline purchasing behavior were studied. The results showed that the preference degree of consumers' personal, psychological, behavioral and environmental characteristics had a significant effect on the choice of purchasing methods on and off the line of fresh fruits. According to the conclusion of the study, the online purchase of fresh fruit will be the trend in the future, but at present, the online and offline methods are still interdependent and influence each other. In the process of fresh fruit marketing, it is necessary to combine the influence factors of online and offline purchasing methods, and put forward countermeasures and suggestions for merchants.
【作者單位】： 湖南商學(xué)院經(jīng)濟(jì)與貿(mào)易學(xué)院;
【基金】：湖南省社會(huì)科學(xué)成果評(píng)審委員會(huì)重點(diǎn)課題(XSPPZD1013) 湖南省教育廳青年項(xiàng)目(10B057) 湖南省自然科學(xué)基金項(xiàng)目(11JJ4066)
【分類號(hào)】：F224;F713.55

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