基于二元Logit模型的电子烟购买因素研究

A Study on the Purchasing Factors of Electronic Cigarettes Based on Binary Logit Model

摘要: 电子烟作为新兴的烟草制品，在短短数年的时间之内就在年轻消费群体中形成了浓厚的消费风潮，在一定程度上影响了卷烟的消费格局。作为与卷烟消费属性比较接近的消费品，消费者选择电子烟消费的同时也会对卷烟消费产生一定影响，对于电子烟购买影响因素的研究也能对卷烟消费的变化提供有力的借鉴作用，同时也能为电子烟的发展提供一些有益的参考。本文旨在研究消费者对电子烟的购买影响因素，通过使用二元LOGIT模型的工具，找出影响消费者选择电子烟的关键影响因素，分析消费者对电子烟的选择特征，以此挖掘电子烟的未来发展潜力，为电子烟的发展提供一个可供参考的研究意见，并对新形势下的卷烟营销工作提供一些合理的建议。

Abstract: As an emerging tobacco product, Electronic cigarette has formed a strong consumption trend among young consumers in just a few years, which has affected the consumption pattern of ciga-rettes to a certain extent. As a consumer product close to cigarette consumption attributes, con-sumers’ choice of Electronic cigarette consumption will also have a certain impact on cigarette con-sumption, and the research on influencing factors of Electronic cigarette purchase can also provide a powerful reference for changes in cigarette consumption. This paper aims to study the influencing factors of consumers’ purchase of Electronic cigarette, find out the key influencing factors of con-sumers’ choice of Electronic cigarette, analyze the characteristics of consumers’ choice of Electronic cigarette, so as to tap the future development potential of Electronic cigarette and provide a refer-ence research opinion for the development of Electronic cigarette, and provide some reasonable suggestions for cigarette marketing work under the new situation.