摘要
通过问卷调查获取数据,利用二项Logistic回归来对90后大学生的渠道选择行为进行识别研究。研究发现:一方面,零食种类和价格并不显著影响大学生的渠道选择,其作用隐含在一次性购买量中;另一方面,真实购物体验的存在切实发挥渠道选择的影响作用,这说明未来的渠道竞争不是一支独大,而是线上与线下的结合。
The thesis acquires the data from the questionnaire survey and uses the binary logistic model to identify the purchasing behav- iors of post - 90 university students. It is indicated that on one hand, the varieties and prices of snacks do not significantly affect under- graduates＇ channel selection, and the quantity of products seems more likely to be influenced; on the other hand, the fact that those in - store experiences play a key role in determining pest - 90 undergraduates＇ decision of purchasing channel gives qualified support to the idea that the best competition strategy is a combination of online and offline channels in the near future.
出处
《长沙大学学报》
2016年第1期27-30,共4页
Journal of Changsha University
基金
安徽省质量工程项目市场营销特色专业
编号:2014tszy032
宿州学院质量工程项目市场营销特色教研室
编号:szxytjys201303
专业服务产业能力提升项目"O2O店长综合实训体"
编号:szxyfwcy201306
校企合作实践教育基地"‘洽洽一宿州学院’综合文科教育实践基地"
编号:szxysjjd201202
关键词
90后大学生
休闲零食
渠道选择
影响因素
post - 90 university students
snacks
selection of purchasing channel
influential factors
