文献类型：期刊文献

中文题名：城市居民坚果消费决策的影响机制研究

英文题名：Research on the Influence Mechanism of Urban Residents'Nut Consumption Decision

作者：孟贵[1] 王莹[1] 吴水荣[1] 宁攸凉[1]

第一作者：孟贵

机构：[1]中国林业科学研究院林业科技信息研究所,北京100091

年份：2021

卷号：41

期号：5

起止页码：510-517

中文期刊名：林业经济问题

外文期刊名：Issues of Forestry Economics

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2020】；

基金：中国林业科学研究院中央级公益性科研院所基本科研业务费专项资金项目(CAFYBB2019MB001、CAFYBB2020MC002)。

语种：中文

中文关键词：高质量发展;消费升级;消费决策;坚果;城市居民

外文关键词：high-quality development;consumption upgrading;consumption decision;nuts;urban residents

分类号：F326.24

摘要：基于计划行为理论(TPB)提出实证假说,运用有序Logit模型逐一验证假说并分析影响城市居民坚果消费决策的因素。结果表明:研究期内坚果价格适度;行为态度、主观规范和知觉行为控制在一定程度上正向显著影响城市居民的坚果购买行为;随着收入和受教育水平的提高,城市居民将减少坚果购买频次,因而企业应制定合适的营销策略。最后,根据消费者的需求对产业升级的导向作用,从消费升级的三个层次出发提出若干对策措施。
⑴Background——Now the research on nut consumption behavior covers the explanation of consumption motivation,the cause of demand and the analysis of consumption differences,but less attention is paid to the influence mechanism of nut consumption decision.⑵Methods——According to the Theory of Planned Behavior,this paper constructs a theoretical analysis framework and puts forward research hypotheses on urban residents'subjective attitude,behavior norms and perceived behavior control.In order to reveal the characteristics and influencing factors of urban residents'nut purchasing behavior this paper uses the ordered logit model to carry out empirical research.⑶Results——①During the study period,the price of nuts is moderate and can be accepted.The quality of nut products is an important factor affecting nut consumption decision of urban residents.It shows that the probability of urban residents'nut consumption will increase by 153%when they increase their recognition of the quality of nut products by 1 unit.②The probability of urban residents to buy nuts will increase by 153%with each increase in the frequency of eating nuts.On the existing basis,if urban residents consume nuts more frequently than in the past,their probability of further purchasing nuts will increase significantly.③The probability of nut consumption of urban residents will increase by 32%every time for they get a fair evaluation from their colleagues or classmates.④Each major expenditure item in urban households will reduce the probability of nut purchase by 11%.⑤Individual characteristics of urban residents also have an important impact on nut purchasing behavior:income and education level are negatively correlated with nut consumption;men buy more nuts than women;urban residents living in provincial capital cities or first tier cities consume more nuts than those in prefecture level cities or county-level cities.⑷Conclusions and Discussions——First of all,it is necessary to upgrade the consumption object represented by the optimization of consumption structure and consumption content.For nut production enterprises,the key to expand their sales scale in cities and improve sales revenue is to improve urban residents'awareness and recognition of their product quality information.While strengthening the investment in scientific and technological innovation and technological research and development,using technology to support the improvement of nut quality,and avoiding the low quality,singleness and homogenization of the nut market,it is necessary to establish the traceability mechanism of nut production information and actively apply for nut technology patents,which is of great significance to improve the quality of nut products,build characteristic nut brands and promote the high-quality development of nut industry.Secondly,nut food enterprises should pay attention to consumers'shopping experience,divide consumer groups carefully according to consumer differences(gender,income,education level,region,etc.)and provide differentiated nut products.Thirdly,nut enterprises are expected to actively introduce channels of online celebrity live broadcast,to innovate the endorsement system of traditional big-name star product,also to deal with the problem of insufficient understanding of nut information by consumers represented by urban residents and broaden the sales channels of nut products.Finally,the government is suggested to pay attention to the construction of comprehensive and stable social security system,to solve the outstanding employment problem under the slow pace of economic development in the post-epidemic era and to make people dare to consume without worry while their income level increases.