CAJ | 학술논문

以黑龙江省城镇居民为样本，通过对消费者自然、社会属性、消费行为与习惯、消费动机及认知与信任度等特性的调研和分析，论述了影响绿色衣产品消费的主要因素及其作用机理，建立了基于Probit回归的购买行为预测模型。研究表明除收入、价格等传统经济变量以外，消费者关注度、信任度及支付意愿也将对其购买行为产生重要影响；信息不对称、消费信心不足以及溢价水平过高是其拒购的主要原因。最后针对研究结论提出了相应的改进策略和建议。
이흑룡강성성진거민위양본，통과대소비자자연、사회속성、소비행위여습관、소비동궤급인지여신임도등특성적조연화분석，논술료영향록색의산품소비적주요인소급기작용궤리，건립료기우Probit회귀적구매행위예측모형。연구표명제수입、개격등전통경제변량이외，소비자관주도、신임도급지부의원야장대기구매행위산생중요영향；신식불대칭、소비신심불족이급일개수평과고시기거구적주요원인。최후침대연구결론제출료상응적개진책략화건의。
Based on the empirical study of the residents in influencing factors of green agricultural products consumption, Heilongjiang Province, the paper analyzed the main and proposed a probit regression model to forecast the purchasing behaviors of consumers. The results indicate that besides the traditional economic variables, such as income and price, the degrees of consumers＇ cognition, confidence and wiliness to pay effect a vital influence on purchase decision making. And information asymmetry in market, losing confidence and high premium price are the primary reasons of hindering purchase. Then, some improving strategies and suggestion are proposed.