An Empirical Study on Influencing factor of consumer's Purchasing Intention of Camellia Oil in Qingyuan City
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DOI: 10.23977/ieesasm.2019.637
Author(s)
Gao Hongjie, Zhang Mei, Ye Chenghao
Corresponding Author
Gao Hongjie
ABSTRACT
Based on the consumer behavior theory, as well as the survey data of 160 consumers in Qingyuan city, this paper makes an empirical analysis on the factors influencing consumer's purchasing intention of camellia oil by using binary logistic model. The research shows that the gender, education level, whether to pay attention to health information and whether to understand the taste of camellia oil and the camellia oil itself are the main factors which affect consumer's purchasing intention of camellia oil. Based on the results of empirical analysis, this paper puts forward relevant countermeasures and suggestions to improve consumer's willingness to buy camellia oil.
KEYWORDS
Qingyuan city, Consumers, camellia oil, purchasing intention, Influencing factor