葡萄酒； 购买意愿； 影响因素； 胶东地区 |
Survey on the Influence Factors of People’s Willingness to Purchase Grape Wine: a Case Study on Eastern Shandong
KOU Sining, MA Xiaochen, XU Shaorong and PAN Lichen
Yantai Research Institute, China Agricultural University, Yantai, Shandong 264670, China
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.
grape wine; purchasing willingness; influence factors; eastern Shandong