食用菌消费行为及影响因素研究——基于北京市的实地调查

Research on Consumer Behavior of Edible Mushroom and Its Influencing Factors: Based on Spot Investigation in Beijing

摘要: 近年来，食用菌产业因其良好的社会效益、经济效益和生态效益，产业重要性日益凸显。然而，当前国内人均食用菌年消费量仍偏低，食用菌产业存在一定程度的产能过剩，亟需通过消费市场研究来有针对性地进行营销，提升食用菌消费，推进我国食用菌产业持续健康发展。本文基于北京市食用菌消费者调研数据，采用Logistic回归模型对食用菌消费行为影响因素进行研究。研究结果显示：当前北京市消费者的食用菌购买频率和购买量均普遍较低，气味、农药残留、产品了解度、亲朋介绍、包装对消费者的食用菌购买频率和购买量均影响显著；食用菌购买频率同时还受卫生安全、购买地距离、品牌了解度、是否有小孩同住的显著影响；食用菌购买量同时还受家庭人口数、色泽的显著影响。据此提出要加强食用菌知识宣传和品牌培育推广，强化食用菌市场监管，美化食用菌产品包装，细分食用菌市场。

Abstract: In recent years, the mushroom industry is growing in importance because of its good social, eco-nomic and ecological benefits. However, the current domestic per capita annual consumption of edible mushroom is still low. There is a certain degree of surplus production in mushroom industry. It desiderates to do a targeted marketing through researching of consumer market to improve consumption of edible mushroom and to promote the sustained and healthy development of mushroom industry in China. Based on the data from spot investigation about mushroom-consumers in Beijing, this paper analyzes the influencing factors of consumer behavior about edible mushroom with an ordinal regression model. The results indicate as follows: consumers’ purchase frequency and volume of edible mushroom are generally low in Beijing at present; smells, pesticide residues, product understanding degree, introduction of relatives and friends and package significantly influence consumer behavior of purchase frequency and volume of edible mushroom; besides, purchase frequency is also influenced significantly by health and safety, place to buy, brand understanding degree and the factor that is whether there are kids in family or not; purchase volume is also influenced significantly by family size and color. According to the above analysis, this paper suggests that it should strengthen mushroom knowledge propaganda and brand cultivation and extension, market supervision, beautify the edible fungus product packaging and carry mushroom market segments.