消费者茶油购买意愿与实际选择偏差及其影响因素研究

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1、消费者茶油购买意愿与实际选择偏差及其影响因素研究卢素兰福建工程学院管理学院福建农林大学经济学院棊于调研数据，采用Logit模型解析消费者茶油购买意愿与实际选择产生矛盾的影响因素。研宄结果显示:消费者对茶油认知度不够是导致其购买意愿与实际选择行为偏差的关键影响因素，茶油购买意愿与购买行为偏差也受消费者的性别、家庭人均月收入、对茶油营养保健功能的信任度等因素的影响;荼油价格偏高也是造成消费者茶汕购买意愿与实际选择行为矛盾的重要因素。因此，应加强茶油营养保健功能知识的宣传并对茶油绿色食用油标签的认定，从而提高消费者的选择效率，为茶油在高端食用油市场的发展创造良好环境。关键词：茶汕;消费

2、者;购买意愿;实际选择;基金：福建省科技计划资助项0（2017R0017）TheStudyInfluenceCustomers’PracticalofDeviationandItsFactorsbetweenPurchaseIntentionandChoiceofCamelliaOilHUANGPeifengLUSulanSchoolofmanagement,FujianUniversityofTechnology;Schoolofeconomics,FujianAgricultureAndForestryUniversity;Abstract：(l)BackgroundAcco

3、rdingtotheNationalPlanningforDevelopmentofcamelliaoilIndustry(2009-2020),by2020theplantingofcamelliaoilinChinawillachieveitsgoalofthetotalareabeing4667thousandsquarehectometre,theoutputofcamelliaoilbeing2500thousandtonsandtheaveragecamelliaoilconsumptionpercapitabeing2kilograms.Butthepurchase

4、ofcamelliaoilismerely300thousandtons,whichcorrespondsto1.17%ofthegrosspurchaseofedibleoil，andtheannualaverageoccupancypercapitaofcamelliaoilis0.2kilograms.Therefore,theoutputofcamelliaoil,whichsoarsasplannedinashortperiodandthebalanceofmarketdemandwillbequestionedbythepolicymakingdepartment.I

5、nconsiderationofthis,somescholarsoneaftertheothercollectthedataofpotentialconsumers’preferenceandpurchaseintentionofcamelliaoilbyusingquestionnairesandconductingrelevantdiscussiontopredictpeople'sconsumerdemand.However,mostofpotentialconsumersincamelliaoilmarketdoesn’tbuyitpractically,whichwi

6、llcausethedeviationbetweenpurchaseintentionandpracticalchoiceandmakethecamelliaoilmarketbeindilemmaof“thecastleintheair”.Therefore,itisspeciallysignificanttostudythefactorsofdeviationbetweenconsumers’purchaseintentionandpracticalchoices,inordertotakeeffectivemarketingplan，raisethemarketshares

7、ofcamelliaoilandpromotethedevelopmentofcamelliaoilindustry.(2)MethodsFirstly,thisstudyuseLogitmodeltosimulatethefactorsthataffectdeviationbetweenconsumers'purchaseintentionandpracticalchoice.Thedatasourcesofthisstudy:WechoseHunan,Fujian,Guang