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笔者基于山东省693个样本数据,以绿色食品为例,将消费者认知行为划分为知晓、识别与使用三个层面,构建多变量Probit模型,分析在消费者认知程度提高过程中起主要作用的因素。研究发现,男性或年轻受访者在知晓层面的认知率较高,而女性、年长受访者在识别和使用层面的认知率相对较高;收入和卷入程度的影响在知晓层面不显著,而在识别和使用层面显著;学历、子女状况与环境保护意识的影响在各层面皆显著;食品安全意识与信息渠道的影响在较低层面显著,而在较高层面不显著。消费者认知行为的异质性为市场细分与开发提供了空间。厂商应针对不同群体采取差异化营销战略,引导消费者认知行为,促进潜在需求向现实需求转化。
Based on the 693 sample data of Shandong Province, taking the green food as an example, the author divides the consumer cognition behavior into three levels of knowing, identifying and using, and constructs the multivariate Probit model. The analysis shows that when the consumer’s cognition degree increases, The role of factors. The study found that male or young respondents had a higher awareness of awareness at the level of awareness, while women and older respondents had a relatively high level of awareness at the level of recognition and use; the impact of income and involvement was on the level of awareness Not significant, but significant at the level of identification and use; the impact of education, children’s status and environmental awareness are significant at all levels; the impact of food safety awareness and information channels is significant at the lower level and insignificant at the higher level. The heterogeneity of consumer cognitive behavior provides space for market segmentation and development. Vendors should adopt differentiated marketing strategies aimed at different groups to guide consumers’ cognitive behavior and promote the conversion of potential needs to actual needs.