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| 芝麻油消费需求影响因素及区域差异研究 |
| Influencing factors and regional differences of sesame oil consumption |
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| DOI： |
| 中文关键词: 芝麻油 消费需求 影响因素 区域差异 |
| 英文关键词:sesame oil consumption demand influencing factor regional differences |
| 基金项目: |
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| 中文摘要: |
| 基于消费社会学认同秩序与消费活动的理论框架分析，运用二元Logistic回归对山东、东北三省、内蒙古等省份及自治区的808份问卷数据进行研究，探讨个人心理因素和客观属性对芝麻油消费需求的影响，并以是否为芝麻油主消费区为依据进行区域差异分析。结果表明：个人心理因素中，芝麻油本质、外在标签和生产工艺认可度起主导作用，营销环境认可度对消费者购买意愿影响有限；客观属性中，仅家庭月均收入水平对消费者购买意愿产生显著负向影响；芝麻油主消费区和非主消费区购买意愿无差异，但两区域购买意愿的影响因素存在差异。基于以上结论，从政府、芝麻油生产企业和芝麻油销售端三个角度提出合理化建议，以促进芝麻产业健康发展和芝麻油稳定消费。 |
| 英文摘要: |
| Based on the analysis of the theoretical framework of identity order and consumption activities in consumer sociology, 808 questionnaire data from Shandong, Northeast provinces, Inner Mongolia and other provinces and autonomous regions were analyzed by binary Logistic regression to research the influence of personal psychological factors and objective attributes on sesame oil consumption demand and regional differences based on whether the region was the main sesame oil consumption area. The results showed that among the individual psychological factors, sesame oil essence, external label and production process recognition played a leading role, marketing environment recognition had a limited influence on consumers’ purchase intention; in terms of the objective attributes, only the average monthly income level of the family had a significantly negative effect on the purchase intention of the consumers; there was no difference in purchase intention between sesame oil main consumption area and non-main consumption area, but there were differences in the influencing factors between the two areas. Based on the above conclusions, the rationalization proposals were put forward from the three angles of government, sesame oil production enterprises and sesame oil sales to promote the healthy development of sesame industry and the stable consumption of sesame oil. |
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