安全意识下的农产品消费行为研究——来自福州市的调查数据

通过访谈、查阅相关文献，分析了农产品选择行为的影响因素和农产品满意度的评价因素，并通过统计分析建立了影响农产品选择行为的线性回归模型和影响农产品总体满意度评价的线性回归模型。结果表明，农产品的品牌、包装、售后服务、销售环境和生产季节性等对消费者的农产品选择行为具有较显著的影响；影响农产品市场满意度的评价因素主要有农产品的销售价格、品种多样化、新鲜度、便捷性、购物环境和安全保证等。

A Study on the Consumption Behaviors of Agricultural Products under the Safety Awareness

Through interview and reviewing relevant literature, the factors affecting the choice of agricultural products and the factors for the evaluation on agricultural products satisfaction are analyzed and a linear regression model for affecting choice behav- ior of agricultural products and for affecting overall satisfaction degree of agricuhural products is constructed through statistical a- nalysis. The results show that the brand, package, post service, sale environment and production seasons and so on of agricultur- al products have significant impact on the choice of agricultural products by consumers, the evaluation factors affecting market sat- isfaction of agricultural products mainly consist of selling price, diversification of the products, fresh state, convenience, pur- chase environment, safety guarantee and so on.