根据以杭州市区为样本点的问卷调查资料,应用次序性回归常用的Logit模型来揭示消费者特性与茶叶需求水平之间的关系。结果显示,影响杭城居民茶叶消费数量的最主要因素为饮茶习惯,而影响茶叶购买价格之最主要因素为收入水平,其次为年龄、对茶叶保健功效之信任度、价格敏感度等因素,而性别、学历和职业等因素影响不显著。
According to the results of questionnaire survey in Hangzhou city, Ordinal Logit model was applicated to explain relations between characteristics of consumers and level of tea demand. The regression results showed: custom of tea drinking showed the most important impact on tea consumption amount of Hangzhou citizen, moreover the major factor to affect purchasing price of tea is level of income. Other relevant factors include age, degree of trust in tea’s efficacy, price sensitivity and so on, whereas gender, educational background and occupation showed no obvious effect on tea demand.
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