在新疆加快实施优势资源转换战略的背景下,特色林果产品种植规模及市场供应量不断扩大,市场竞争激烈,消费面临瓶颈,消费者行为研究的必要性日渐凸显。本文从新疆特色林果产品消费者行为研究出发,在对国内外研究现状分析的基础上,设计并发放调查问卷,利用Logistic回归模型分析影响消费者购买特色林果产品的因素,结果表明,影响消费者购买行为的主要因素有四个,即消费者的收入、民族、实体店的体验和消费者所在的地区。基于此,在以后的市场营销方案设计中要有针对性地投放产品,引导消费者行为,实现产品的顺利销售。 Under the background of accelerating the implementation of the strategy of advantageous resource conversion in Xinjiang, the scale of planting and market supply of featured fruit products is constantly expanding. The market competition is fierce. Consumption is facing a bottleneck. The necessity of consumer behavior research has become increasingly prominent. Based on the analysis of the current situation of domestic and foreign research, the paper designs and distributes questionnaires, and uses Logistic regression model to analyze the factors influencing consumers to purchase special forest products. The results show that the impact There are four main factors that consumers purchase, that is, the income of consumers, the nationality, the experience of physical stores and the regions where consumers are located. Based on this, in the future marketing program design must be targeted to put products to guide consumer behavior, to achieve the smooth sale of products.