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| A Study on the Behavior of Urban Residents' Choice of the Retail Terminal of Fresh Vegetables in Small and Medium-sized Cities：An Empirical Analysis Based on the Ordered Multivariate Logit Model |
| WANG Na,ZHANG Lei |
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Abstract With the continuous development of the economy, supermarkets will gradually become an important channel for fresh agricultural products retail sales. This paper uses the survey data of 510 consumers in Yantai, Weifang, Jining and Linyi in Shandong province and analyzes the factors affecting the choice of retail terminal for fresh agricultural products by using the ordered Logit model. The results suggest that three variables have a significant effect on the consumer choice of retail terminals for fresh agricultural products, namely, household per capita monthly income, degree of emphasis on vegetable prices and quality, supermarkets net distance of retail terminal for fresh agricultural products. The research conclusion claims that three kinds of retail terminals will coexist for a long time in the future. The rationality of economic distance should be fully considered in the layout planning of agricultural products retail terminals. At the same time, the upgrading of agricultural products retail terminals should follow a gradual progressing principle.
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Received: 13 April 2016
Published: 15 September 2016
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Corresponding Authors:
ZHANG Lei
E-mail: zhdil@163.com
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| Cite this article: |
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YU Na,ZHANG Lei. A Study on the Behavior of Urban Residents' Choice of the Retail Terminal of Fresh Vegetables in Small and Medium-sized Cities：An Empirical Analysis Based on the Ordered Multivariate Logit Model[J]. Journal of Business Economics, 2016, (9): 5-13.
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| URL: |
| http://zzs.zjgsu.edu.cn/gl/EN/ OR http://zzs.zjgsu.edu.cn/gl/EN/Y2016/V/I9/5 |
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