消费者购买蓝莓果汁行为及影响因素实证分析——以吉林省为例

摘要

在对吉林省消费者调查基础上.采用logistic计量模型,对吉林省消费者购买蓝莓果汁的行为及影响因素进行了实证分析.结果表明:多种因素影响消费者购买蓝莓果汁,其中消费者是否有购买饮料习惯、是否喜欢纯果汁、对蓝莓果汁品牌的关注度、对媒体广告的关注度对消费者的购买行为有正向影响,消费者对蓝莓果汁口感的关注度对消费者的购买行为有负向影响.%On the basis of survey of consumers in Jilin province, with the latest model-Logistic, consumers’ behavior of purchasing blueberry fruit juice and its influencing factors were analyzed.The results showed that consumers' purchase of blueberry fruit juice could be affected by many kinds of factors, among which consumers' usual practice of beverage purchase, their taste in pure fruit juice, their concern over brand and media advertisement had positive effect on consumers' purchasing behavior while concern over taste of blueberry fruit juice was negative.