Study On Consumer's Willingness To Buy Ginkgo Products And Its Influencing Factors

The research on consumers' willingness to buy enough has always been the focus of consumer behavior research.However,the research focuses on the consumers' willingness to buy common agricultural products and geographical indication agricultural products and its influencing factors,and there is little research on the willingness to buy ginkgo products.At present,Ginkgo biloba products are rich in resources,but the external dependence of Chinese Ginkgo biloba industry is extremely high.The purpose of this paper is to study the significant factors affecting consumers' purchase of Ginkgo biloba products,and to provide reference for producers and sellers of Ginkgo biloba products to formulate reasonable production and management strategies.On the basis of consumer behavior,this paper summarizes the influencing factors of consumers' purchase of agricultural products.Applied to consumers' willingness to buy ginkgo biloba products and its influencing factors,using questionnaire survey method and field interview method to obtain consumer purchase intention data,through the construction of binary Logistic regression model to explore the significant influencing factors of consumers' willingness to buy ginkgo biloba products in Beijing.The results showed that :(1)the knowledge factors and health consciousness of the consumer significantly affected the consumer's willingness to buy;(2)the characteristics of the product significantly affected the consumer's willingness to buy Ginkgo biloba products;(3)the external objective factors and the individual characteristics of the consumer significantly affected the consumer's willingness to buy;(4)the current Ginkgo biloba products have fewer types and lower levels of deep processing,and lack of promotion;(1)the promotion and promotion of Ginkgo products to enhance consumer awareness and health;(2)the government to do a good job of supervision,producers and sellers actively control and improve the quality of products;(3)actively excavate and enrich the connotation of Ginkgo culture,Set up brand ginkgo products;4)actively develop and publicize ginkgo products and improve the level of deep processing of ginkgo products.