[1]胡彦蓉,廖露露,刘洪久*,等.原产地品牌认知及购买行为分析——以临安山核桃为例[J].江苏林业科技,2019,46(04):41-48.[doi:10.3969/j.issn.1001-7380.2019.04.009]
　Hu Yanrong,Liao Lulu,Liu Hongjiu *,et al.Consumers′ recognition and purchasing behavior of origin brand—takingLin′an pecan as an example[J].Journal of Jiangsu Forestry Science &Technology,2019,46(04):41-48.[doi:10.3969/j.issn.1001-7380.2019.04.009]
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原产地品牌认知及购买行为分析——以临安山核桃为例()
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《江苏林业科技》[ISSN:1001-7380/CN:32-1236/S]

卷:
第46卷
期数:
2019年04期
页码:
41-48
栏目:
试验研究
出版日期:
2019-08-31

文章信息/Info

Title:
Consumers′ recognition and purchasing behavior of origin brand—takingLin′an pecan as an example
文章编号:
1001-7380（2019）04-0041-08
作者:
胡彦蓉1; 2; 廖露露1; 2; 刘洪久1; 2*;  戴丹1; 2
1.浙江农林大学信息工程学院，浙江杭州311300；
2.浙江省林业智能监测与信息技术研究重点实验室，浙江杭州311300
Author(s):
Hu Yanrong1; 2;  Liao Lulu1; 2;  Liu Hongjiu 1; 2*;  Dai Dan1; 2
1.School of Information Engineering, Zhejiang A&F University, Hangzhou 311300, China; 2. Key Laboratory of Forestry Intelligent Monitoring and Information Technology Research of Zhejiang Province, Hangzhou 311300, China
关键词:
山核桃; 原产地品牌; 购买行为; 品牌认知; 临安
Keywords:
Pecan; Origin brand; Purchasing behavior; Brand cognitive; Lin′an
分类号:
F307.24.3；S792.13
DOI:
10.3969/j.issn.1001-7380.2019.04.009
文献标志码:
A
摘要:
采用调查问卷法，运用方差分析、二分类Logistics模型研究了临安山核桃原产地品牌认知和购买行为。结果显示：临安山核桃原产地品牌具有较高的品牌知名度，性别、收入对临安山核桃品牌认知存在显著性差异；年龄、收入水平在购买频率方面存在显著性差异。同时，收入越高，持续购买意愿越强烈;年龄越大、收入越高，推荐购买行为越高；此外，性别和收入能够显著影响临安山核桃原产地品牌认知，文化底蕴、健康养身、产品稀缺性、独特品质和营养价值能够显著影响临安山核桃原产地品牌购买行为。
Abstract:
Based on questionnaire method, by using ANOVAs and classification Logistics model, the brand cognition and purchasing behavior of pecan of Lin′an origin were studied. The results showed that the origin brand of Lin′an pecan had a high brand awareness, and consumers′ gender, income had significant differences on the brand awareness of Lin′an pecan. There were significant differences in purchasing frequency among both different age and different income level. Meanwhile, the higher the consumers′ income was, the stronger their willingness of continuing purchasing was. The older the consumers were and the higher their income was, the firmer the recommended purchasing behavior was. In addition, the consumers′ gender and income had significantly effects on the brand cognition of Lin′an pecan, and moreover, their cultural heritage, health care, and product′s scarcity, unique quality and nutritional value could significantly affect its purchasing behavior.

参考文献/References:

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备注/Memo

备注/Memo:
收稿日期：2019-06-08;修回日期：2019-06-22
基金项目：浙江省哲学社会科学规划基金(17NDJC262YB;19NDJC240YB);教育部人文社会科学研究规划基金项目（18YJA630030）;浙江省自然科学基金项目(LY17G020025;LY18G010005)；杭州市软科学项目(20190834M27)
作者简介：胡彦蓉(1970-)，女，副教授，硕士生导师，博士。主要从事预测与评价研究。
*通信作者：刘洪久(1969-)，男，教授，硕士生导师，博士。从事决策管理研究。E-mial:joe-humter@zafu.edu.cn。
更新日期/Last Update: 2019-09-27