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

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展與應用,線上逐漸成為消費者購買生鮮水果的重要方式之一。文章利用對長沙市、廣州市、重慶市、北京市、上海市、深圳市等1063名城市消費者的線下問卷調(diào)查和422份生鮮水果購物網(wǎng)站的線上問卷調(diào)查所得數(shù)據(jù),運用二元Logit模型,研究了影響消費者做出線上、線下購買行為的主要因素。研究結(jié)果表明,消費者的個人特征、心理特征、行為特征以及環(huán)境特征的偏好程度對生鮮水果線上、線下購買方式的選擇有顯著影響。根據(jù)研究結(jié)論,生鮮水果的線上購買方式必定成為未來的發(fā)展趨勢,但目前線上、線下兩種方式依舊相互依存、相互影響。在進行生鮮水果營銷時,需要結(jié)合線上、線下購買方式的影響因素,為商家提出對策建議。
[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】： 湖南商學院經(jīng)濟與貿(mào)易學院;
【基金】：湖南省社會科學成果評審委員會重點課題(XSPPZD1013) 湖南省教育廳青年項目(10B057) 湖南省自然科學基金項目(11JJ4066)
【分類號】：F224;F713.55

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