CAJ | 학술논문

以花园中心产品的消费者购买影响因素作为出发点，通过实证调研的方式获取相关数据，构建评价消费者购买意愿的指标体系，并运用二元Logistic回归分析方法研究了北京市五棵松城市公园花园中心产品的消费者购买影响因素问题。通过研究发现：消费者住房因素、室内空气净化需求因素、对花园中心概念了解程度因素、对小绿植、小盆花和阳台园林小品等产品有需求因素对消费者的购买意愿产生显著的正向影响作用；对花种、工具和肥料等产品有需求因素产生负向影响作用；消费者的年龄、职业、花卉购买渠道和每年在家居花卉的消费总额因素所产生的影响效果不显著。
이화완중심산품적소비자구매영향인소작위출발점，통과실증조연적방식획취상관수거，구건평개소비자구매의원적지표체계，병운용이원Logistic회귀분석방법연구료북경시오과송성시공완화완중심산품적소비자구매영향인소문제。통과연구발현：소비자주방인소、실내공기정화수구인소、대화완중심개념료해정도인소、대소록식、소분화화양태완림소품등산품유수구인소대소비자적구매의원산생현저적정향영향작용；대화충、공구화비료등산품유수구인소산생부향영향작용；소비자적년령、직업、화훼구매거도화매년재가거화훼적소비총액인소소산생적영향효과불현저。
This paper applied binary Logistic regression analysis method to study the determinants for the consumers to buy the products of garden center. The results showed that： many factors have a positive significant influence on the consumer purchase intention, such as the housing, purification of air, knowledge on the garden center, demand on the little green plant, small potted flower and balcony garden sketch. The demand on the seeds, tools and fertilizer have a opposite significant influence on the consumer purchase intention. Other factors did not have the influence on the consumer pur- chase intention, such as the consumer＇s age, occupation, purchase channels and annual expenditure on flowers for one year.