消费者对云南核桃购买意愿及其影响因素实证分析OA

[Objective]To explore the influencing factors of consumers'purchase intention for Yunnan walnuts,and to provide a basis for understanding the demand characteristics and patterns of the Yunnan walnut consump-tion market.[Method]Based on 1 430 valid consumer questionnaires collected nationwide,the binary logistic regression model and structural equation model(SEM)were used to conduct a systematic analysis at the variable and latent factor levels.[Result]The product quality factor has a significant impact on purchase intention.Among the brand and price factors,brand awareness can significantly enhance purchase intention,while price sensitivity has a negative impact.Among the product value factors,recommendations from friends and relatives,discounts and promotions,and the origin of the product significantly promote the purchase decision.Marketing communication factors such as exquisite packaging and advertising have a negative impact.Among the consumer personal characteristics,only educational level is significant.Gender,age,and monthly income are not significant.[Conclusion]The product quality factor(product quality,nutritional value,taste and flavor),product value factor(recommendation from friends and relatives,discounts and promotions,origin of the product),brand and price factor(brand awareness,price sensitivity),and educational level have significant influences.This study proposes suggestions for strengthening product quality supervision,enhancing brand build-ing,optimizing product flavor,etc.,from the perspective of enhancing market competitiveness and consumer satisfaction for the Yunnan walnut industry.