【作者】 李宁；

【导师】 莎拉木江·买提尼亚孜； 孙云召；

【作者基本信息】 新疆农业大学 ， 国际商务硕士（专业学位）， 2022， 硕士

【摘要】 我国已全面建成小康社会,人民生活水平正持续改善,国民开始追求更加安全、健康以及更优质高端的生活方式,而葡萄酒很好的满足了我国国民对身体健康和更高生活品质的追求。国际葡萄与葡萄酒组织(OIV)曾在2018年、2019年指出,中国已经连续两年成为世界第五大葡萄酒进口国,并且已经成为全球葡萄酒消费增速最快的市场,虽然2020年以来我国进口葡萄酒消费量有所下降,但造成这一现象的主要原因是新冠疫情蔓延以及葡萄受极端天气影响减产等客观现象,我国消费者依旧对进口葡萄酒持有浓厚的兴趣,再考虑到我国人口基数大等因素,我国始终拥有着广阔的葡萄酒消费市场。与此同时,我国对澳大利亚葡萄酒实行反倾销策略,使得我国进口葡萄酒市场留出巨大空白,表明了我们国家需要更加多元化的进口市场,再加上新冠疫情的反复,因此分析我国消费者对其他新兴国家进口葡萄酒的态度,以及消费者在疫情蔓延的背景下对进口葡萄酒的看法是非常有必要的。本文以山东省济南市、青岛市的消费者为研究对象,通过焦点小组访谈了解消费者的购买行为、消费者的食品安全认知、消费者对进口葡萄酒的态度,以及疫情下对进口葡萄酒的担忧等,总结出消费者的进口葡萄酒购买行为,并为之后定量分析中的实验变量的设定提供依据,随后采用选择实验法进行调研,将所得数据通过条件logit模型、二元logistic模型和多元无序logistic模型,分析消费者对进口葡萄酒各属性的偏好、支付意愿以及消费者个体特征是如何影响自身对进口葡萄酒各属性选择的,最后,将两次调研结果加以总结,分析消费者在购买进口葡萄酒时消费行为,并根据结论分别从政府、生产商及进口商、消费者的角度出发,提出可行的建议。本论文的主要结论有:大部分受访者在面对新冠疫情蔓延的状况下,对进口葡萄酒的态度是乐观且理性的,并没有因为疫情的出现而衍生出极端恐慌的心理,仅有12.44%的受访者表示近期不敢购买进口葡萄酒;进口葡萄酒的包装、有机认证、装瓶情况以及价格属性显著影响着消费者的购买行为,原产地属性并没有显著影响消费者的购买行为;能显著影响有机认证属性偏好的个体特征是受教育程度、月收入,能显著影响包装属性偏好的个体特征是性别、月收入,能显著影响价格属性偏好的个体特征是受教育程度、月收入。更多还原

【Abstract】 China has built a well-off society in an all-round way,and the people’s living standards are continuously improving.The people begin to pursue a safer,healthier and higher quality lifestyle,and wine well meets the people’s pursuit of physical health and higher quality of life.OIV pointed out in 2018 and2019 that China has become the world’s fifth largest wine importer for two consecutive years and has become the world’s fastest growing market for wine consumption.Although China’s imported wine consumption has decreased since 2020,But the main reason for this phenomenon is the spread of COVID-19 and the objective phenomenon of extreme weather.The Chinese consumers still have strong interest in imported wine.Considering the large population base in China,China has always had a wide market for grape wine consumption.Meanwhile,China’s anti dumping strategy against Australian wine has left a huge gap in the import wine market,indicating that our country needs a more diversified import market,coupled with the repeated COVID-19,so that our consumers’ attitude towards imported wine from other new countries is also analyzed.And consumers’ views on imported wine against the background of the spread of the epidemic are very necessary.Taking consumers in Jinan and Qingdao in Shandong Province as the research object,this paper understands consumers’ purchase behavior,consumers’ awareness of food safety,consumers’ attitude towards imported wine and their concerns about imported wine under the epidemic through focus group interviews,and summarizes consumers’ purchase behavior of imported wine,It also provides the basis for the setting of experimental variables in the later quantitative analysis.Then,the selection experiment method is used for investigation.The obtained data are analyzed by conditional logistic model,binary logistic model and multivariate disordered logistic model How do the willingness to pay and the individual characteristics of consumers affect their choice of the attributes of imported wine? Finally,summarize the two research results,analyze the consumption behavior of consumers when purchasing imported wine,and put forward feasible suggestions from the perspective of the government,producers,importers and consumers according to the conclusion.The main conclusions of this paper are: Most respondents in the face of COVID-19 spread,the attitude towards imported wine is optimistic and rational,and no psychological panic has been derived from the outbreak of the epidemic.Only 12.44% of respondents said they dare not buy imported wine recently.The packaging,organic certification,bottling and price attribute of imported wine significantly affect consumers’ purchase behavior,while the attribute of origin does not significantly affect consumers’ purchase behavior;The individual characteristics that can significantly affect the preference of organic certification attributes are education and monthly income,the individual characteristics that can significantly affect the preference of packaging attributes are gender and monthly income,and the individual characteristics that can significantly affect the preference of price attributes are education and monthly income.更多还原