CAJ | 학술논문

不同地区、不同群体农产品渠道终端的选择行为具有多样性和动态性，尤其是近些年受到生鲜型超市的影响，居民的购买行为特征已经发生了很大的变化。本文利用Spss应用统计软件对武汉市居民生鲜农产品（蔬菜、水果、淡水产品和畜禽产品）消费的调查数据进行了实证研究，对生鲜农产品渠道终端选择的影响因素以及各自选择群体的属性和特征重新作了评估和分析，并结合项目组以往调查数据对其变化和发展趋势作了概述。
불동지구、불동군체농산품거도종단적선택행위구유다양성화동태성，우기시근사년수도생선형초시적영향，거민적구매행위특정이경발생료흔대적변화。본문이용Spss응용통계연건대무한시거민생선농산품（소채、수과、담수산품화축금산품）소비적조사수거진행료실증연구，대생선농산품거도종단선택적영향인소이급각자선택군체적속성화특정중신작료평고화분석，병결합항목조이왕조사수거대기변화화발전추세작료개술。
The customer purchase characteristics have changed a lot for the various and dynamic choosing behaviors of farm produce terminal channels for different customers in different areas, especially influenced by the supermarket in recent years. The paper analyzes the investigation data of inhabitant fresh food consumption in Wuhan by SPSS, demonstrates the influential factors on consumer to choose terminal channels of fresh food and analyzes the characteristics of the selected groups of “supermarket” and “terminal - market” again. And it also summarizes tbe changes and development trend according to the prior data. At last, it probes into the prospects of the way to “changing terminal - market to supermarket”, and concludes the prospective of farm products marketing channels.