Study On The Influencing Factors Of Sweet Potatoes Consumption Of Urban Residents In Shandong Province And Judgment Of Its' Product Attributes

With the further improvement of people's living standard and the change of dietary nutrition structure,the grain consumption structure of urban residents is no longer limited to the single consumption of "refined rice and noodles",but more inclined to the consumption concept of "match of thick and thin".Sweet potato by virtue of its rich nutrients and unique health care and anti-cancer efficacy,in recent years in the world health organization on the health food ranking ranking the number one,and nutritionists as a kind of medicine and food.However,due to the consumption history of urban residents and the long-term stereotype that sweet potato is a low-end food,the production and fresh food consumption of sweet potato have been shrinking in the past 30 years.Although nutrition experts constantly call for attention to the health function of sweet potato and advocate that people return to the consumption of sweet potato,economists pay little attention to this issue.Through literature review,it is found that scholars' research on sweet potato mainly focuses on three perspectives,namely,value,industrial development and import and export trade.Due to the lack of statistical data,the research on sweet potato consumption from the perspective of consumers is still in a blank state.Key questions remain about how people view the nutritional value of sweet potatoes,how they choose to consume them,and whether they are good or bad.Therefore,this article in combing the domestic and foreign related literature,field investigation,on the basis of consumer purchase decision theory as the support,the urban residents in Shandong province as the research object,the integrated use of statistics and measurement method,from the point of view of consumers to explore the urban residents in Shandong province's perception of sweet potato,the main factors influencing the sweet potato consumption,and complete in the current environment economics commodity properties of sweet potato.The specific methods and research conclusions are as follows:First of all,it is the statistical analysis of the consumption behavior of the sweet potato of the urban residents in Shandong province.The obtained data were used to analyze the cognition,purchase channels and consumption behaviors of the urban residents in the consumption of sweet potatoes in Shandong province by descriptive statistical methods.With the national research and popularization of the nutritional value and functional components of sweet potato,the cognition of the nutrition,health care effect and commercial value of sweet potato of the urban residents in Shandong province can reach a good cognitive level.Secondly,the quantitative analysis of the influencing factors of the consumption intention of sweet potato of urban residents in Shandong province.From the perspective of the main influencing factors of the consumption intention of the urban residents in Shandong province,the taste,nutritional value of the sweet potato and the publicity means of the merchants all have a significant positive impact on the consumption intention of the fresh sweet potato,the sweet potato leisure food and the deeply processed sweet potato products.In addition to the above common influencing factors,different from fresh sweet potato and sweet potato leisure food,the number of minors has a significant positive impact on the consumption intention of sweet potato deep-processed products.Minors in the family prefer the deep-processed sweet potato products,so they are willing to buy the deep-processed sweet potato products.Unlike recreational sex food sweet potato and sweet potato deep processing products,income of urban residents of fresh sweet potato purchase intention have significant positive effects,it can see that the higher the income level of consumers on the choice of fresh sweet potato consumption more willing to pay for the sweet potato the best nutritional health products ",urban residents to buy fresh sweet potato will be ruled by the restriction of the objective environment,when convenient purchase channels,urban residents can choose to consume more sweet potato.Compared with women,men tend to have less preference for sweet potato casual food,and for the elderly,such as sweet potato chips and dried sweet potato are not suitable for them to eat.Thirdly,the influence of income on sweet potato consumption was studied.The income factor plays an important role in the influencing factors of the consumption of sweet potato leisure food,and it shows significant positive influence in the low,medium and high score points of multiple linear regression and quantile regression.According to the survey,people with higher income will increase their consumption of sweet potato casual food.Different from sweet potato leisure food,the income has no significant influence on the consumption of fresh sweet potato and its further processed products,indicating that the consumption of fresh sweet potato and its further processed products has no obvious economic significance.Finally,through the robustness test of sweet potato leisure food,it is found that the coefficient of income is always stable and positive,so it is judged that sweet potato leisure food is normal.Through the threshold regression model,the threshold value of the influence of income on the consumption of sweet potato leisure food was found,and the main consumers were identified as the consumer group whose income was 5200 to 5800 yuan.This indicates that the consumer group of sweet potato leisure food is relatively stable,which is of great significance to the coordinated development of the production and marketing of sweet potato leisure food.