Analysis On The Consumption Willingness And Influencing Factors Of Red Dates Of Shanxi Consumers

With the rapid development of the market economy,the agricultural product market has become increasingly prosperous.As one of the unique agricultural products in China,red dates has achieved certain development objectively.However,due to the comprehensive influence of consumers' consumption concepts,consumption habits,consumption power and other factors,the red dates market in Shanxi Province still has the problem of insufficient consumption power.Based on this background,this paper takes the consumption willingness of consumers in Shanxi Province as the research object,counts many counties such as Liulin County,Qinshui County,Lanxian County and Xiyang County in Shanxi Province as the research area,and conducts a questionnaire survey on red dates consumption for 363 consumers.After the collected survey data were summarized,12 factors were selected as independent variables,and the binary logistic regression model was used to quantitatively analyze the influencing factors of consumers' willingness to consume.The analysis results show that whether consumers have the habit of consuming red dates,the price of fresh dates,consumer family size,the convenience of consumers purchasing red dates,and the consumer's perception of the efficacy of red dates have a significant impact on consumers' willingness to consume red dates.Therefore,in order to improve the consumption power of the red dates market,promote the healthy development of the red dates industry in Shanxi Province.This paper believes that in the future,we should improve consumer cognition and cultivate consumption habits;establish a standardized production concept and improve the quality of red dates;pay attention to market research and increase the consumption of red dates;develop deep processing of red dates to meet the diversified needs of the red dates market.