期刊论文

Research on Flowers and Seedlings Growers’Willingness to Online Marketing and Its Influence Factors--Based on the Cases and Data of Tiaoma Town,Changsha

中文

湖南农业科学

1006-060X

2021

6

106-112

10.16498/j.cnki.hnnykx.2021.006.026

2020NK4126:湖南省创新型省份建设专项 kq2002049:长沙市农业科技特派员计划项目

本校为第一机构

为了了解直接影响网络营销发展的各种因素与种植户的参与意愿,笔者实地调查了长沙市跳马镇花卉苗木种植户参与网络营销的情况和意愿,对花卉苗木种植户网络营销的意愿及其影响因素进行了分析,并构建了二元Logistic模型进行分析.结果表明:在15个被调查的影响因素(变量)中有7个变量对花卉苗木种植户参与网络营销的意愿有显著性影响,其中家庭种植花卉苗木人数(X5)为显著相关,性别(X1)、年龄(X2)、种植花卉苗木年数(X7)、家里是否接入网络(X8)、网络购物频率(X10)和对花卉苗木网络营销宣传与推广情况(X13)达极显著相关;并有针对性地提出了创新人才激励政策、鼓励青年返乡发展,加强政府扶持力度,调动种...

In order to understand the various factors that directly affect the development of online marketing and the growers’willingness to participate in online marketing,we have investigated the situation and willingness of flowers and seedlings growers in Tiaoma Town,Changsha City and analyzed the influencing factors by establishing the binary logistic model.The results show that among the 15 investigated influencing factors(variables),7 variables have significant impacts on flowers and seedlings growers’willingness to participate in online marketi...