Author(s)

Gao Hongjie, Zhang Mei, Ye Chenghao

Corresponding Author

Gao Hongjie

ABSTRACT

Based on the consumer behavior theory, as well as the survey data of 160 consumers in Qingyuan city, this paper makes an empirical analysis on the factors influencing consumer's purchasing intention of camellia oil by using binary logistic model. The research shows that the gender, education level, whether to pay attention to health information and whether to understand the taste of camellia oil and the camellia oil itself are the main factors which affect consumer's purchasing intention of camellia oil. Based on the results of empirical analysis, this paper puts forward relevant countermeasures and suggestions to improve consumer's willingness to buy camellia oil.

KEYWORDS

Qingyuan city, Consumers, camellia oil, purchasing intention, Influencing factor