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刊物期号: 201805

葡萄酒购买意愿影响因素调查——以胶东地区为例(133)

作者: 寇思宁,马晓晨,徐绍荣,潘立臣

地址:中国农业大学烟台研究院,山东 烟台 邮编:264670
摘要 为研究消费者葡萄酒购买意愿影响因素,在胶东地区选取调查对象,从原料、产品、组织营销、保健文化4个维度共13个影响因素设计问卷,采用主成分分析法将13个影响因素综合为企业行为、原料、习惯与功能和物流管理4个因子进行分析;采用独立样本T检验与单因素方差分析比较不同人口统计特征4个因子和购买意愿均值差异情况并进行分析。根据研究结果提出企业的发展建议。
关键词 葡萄酒; 购买意愿; 影响因素; 胶东地区
中图分类号: TS262.6;F713.5 文献标识码: A 文章编号: 1001-9286(2018)05-0133-06

英文标题: Survey on the Influence Factors of People’s Willingness to Purchase Grape Wine: a Case Study on Eastern Shandong

英文作者: KOU Sining, MA Xiaochen, XU Shaorong and PAN Lichen

英文地址: Yantai Research Institute, China Agricultural University, Yantai, Shandong 264670, China

英文摘要 In order to study the influence factors of people’s willingness to purchase grape wine, eastern Shandong was selected as the survey area. The questionnaire was designed based on 13 influence factors that grouped into four dimensions including raw material, product, marketing and healthcare. By using principal component analysis method, 13 influence factors were synthesized as four factors, namely enterprise behavior, raw material, functions and logistics management. By using independent samples test and one-way ANOVA, the differences between the four factors and purchasing willingness to different demographic characteristics were compared. Finally, advices of the development of wineries were put forward according to the research results.
英文关键词 grape wine; purchasing willingness; influence factors; eastern Shandong
      

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