消费者消费罗非鱼意愿的影响因素--基于江苏省236个消费者调查的实证分析

摘要

利用江苏省2个城市236个消费者的调查数据，通过建立Logistic模型对江苏省消费者消费罗非鱼意愿的影响因素进行分析。研究结果表明：消费者的受教育程度、产品品牌及罗非鱼的宣传推广对消费者消费罗非鱼意愿有正向影响；消费者的年龄、罗非鱼认知度以及消费者对罗非鱼食用频率对消费者消费罗非鱼意愿有负向影响。同时，消费者对水产品偏好、城市化、家庭规模、家庭月总收入等因素没有通过显著性检验，对消费者消费罗非鱼意愿没有显著影响。%Using the survey data 236 consumers in the two cities of Jiangsu Province ,the paper analyzes af_fecting factors of consumers’ willingness to consume tilapia by building Logistic model .The results show that ,the factors of consumer’s education ,the product brand and tilapia promotion have positive influences on consumer’s willingness to consume tilapia ;While the factors of consumer’s age ,tilapia recognition as well as consumer consumption frequency of tilapia have negative influences on consumer’s willingness to consume tilapia ;And the factors of aquatic preferences ,urbanization ,family size ,household monthly gross income don’t have any obvious influences on consumer’s willingness to consume tilapia .