消费者葡萄籽保健品认知水平及影响因素研究
Research on Consumers'Cognitive Level and Influencing Factors of Grape Seed Health Products
石爱华 1孙小瑞 1聂晓敏 1杨文光1
作者信息
- 1. 新疆科技学院工商管理学院(库尔勒 841000)
- 折叠
摘要
随着葡萄酒全产业链构建与延伸,葡萄籽保健品开发成为关注热点,然而葡萄籽保健品具有市场需求吗?研究采用Creadmo见数平台发放调查问卷,用于揭示葡萄籽保健品市场需求动态,结合消费者个人特征因素、营销因素以及环境因素等分析消费者购买决策过程.研究结果表明,消费者对葡萄籽保健品的认知基础整体较好,具有购买葡萄籽保健品的意愿,葡萄籽保健品具备市场消费潜力.研究建议,葡萄籽保健品生产企业应当加大研发投入,提高葡萄籽保健品的质量水平.在产品销售过程中,应当促使行业专家成为消费者意见领袖,引领消费者购买葡萄籽保健品,同时拓展电商营销平台,提高消费者购买的便利性.
Abstract
With the construction and extension of the entire wine industry chain,the development of grape seed health products has become a hot topic of concern.However,does the grape seed health product have a market demand?The study uses the Creadmo platform to distribute questionnaires to reveal the market demand dynamics of grape seed health products.Combined with consumer personal characteristics factors,marketing factors,and environmental factors,it analyzes the consumer purchase decision-making process.The research results show that consumers have a good overall cognitive foundation for grape seed health products and have the willingness to purchase grape seed health products.Grape seed health products have market consumption potential.The study suggests that grape seed health product manufacturers should increase R&D investment and improve the quality level of grape seed health products.In the process of product sales,industry experts should be promoted to become consumer opinion leaders,leading consumers to purchase grape seed health products.At the same time,e-commerce marketing platforms should be expanded to improve consumers'purchase convenience.
关键词
消费者/葡萄籽保健品/认知水平/影响因素Key words
consumers/grape seed health care products/cognitive level/influencing factors引用本文复制引用
基金项目
新疆科技学院国家级大学生创新创业训练计划项目(202313561008)
新疆科技学院国家级大学生创新创业训练计划项目(202313561003)
出版年
2024
NETL
NSTL
万方数据