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当前位置: 首页 > 文章 > 原产地品牌认知及购买行为分析——以临安山核桃为例 江苏林业科技 2019 (4) 41-48
Position: Home > Articles > Consumers′ recognition and purchasing behavior of origin brand——taking Lin′an pecan as an example Journal of Jiangsu Forestry Science & Technology 2019 (4) 41-48

原产地品牌认知及购买行为分析——以临安山核桃为例

作  者：
胡彦蓉;廖露露;刘洪久;戴丹
单  位：
浙江农林大学信息工程学院
关键词：
山核桃;原产地品牌;购买行为;品牌认知;临安
摘  要：
采用调查问卷法,运用方差分析、二分类Logistics模型研究了临安山核桃原产地品牌认知和购买行为。结果显示:临安山核桃原产地品牌具有较高的品牌知名度,性别、收入对临安山核桃品牌认知存在显著性差异;年龄、收入水平在购买频率方面存在显著性差异。同时,收入越高,持续购买意愿越强烈;年龄越大、收入越高,推荐购买行为越高;此外,性别和收入能够显著影响临安山核桃原产地品牌认知,文化底蕴、健康养身、产品稀缺性、独特品质和营养价值能够显著影响临安山核桃原产地品牌购买行为。
译  名：
Consumers′ recognition and purchasing behavior of origin brand——taking Lin′an pecan as an example
作  者：
Hu Yanrong;Liao Lulu;Liu Hongjiu;Dai Dan;School of Information Engineering, Zhejiang A&F University;Key Laboratory of Forestry Intelligent Monitoring and Information Technology Research of Zhejiang Province;
关键词：
Pecan;;Origin brand;;Purchasing behavior;;Brand cognitive;;Lin′an
摘  要：
Based on questionnaire method, by using ANOVAs and classification Logistics model, the brand cognition and purchasing behavior of pecan of Lin′an origin were studied. The results showed that the origin brand of Lin′an pecan had a high brand awareness, and consumers′ gender, income had significant differences on the brand awareness of Lin′an pecan. There were significant differences in purchasing frequency among both different age and different income level. Meanwhile, the higher the consumers′ income was, the stronger their willingness of continuing purchasing was. The older the consumers were and the higher their income was, the firmer the recommended purchasing behavior was. In addition, the consumers′ gender and income had significantly effects on the brand cognition of Lin′an pecan, and moreover, their cultural heritage, health care, and product′s scarcity, unique quality and nutritional value could significantly affect its purchasing behavior.

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