| Orange juice is the most popular fruit juice in the world. It has been loved by the consumers, it has very broad market prospect. Fruit juice industry in our country has been in constant development,in this context, it is needed to know the factors which influence the city residents' purchasing behavior and willingness-to-pay. Study orange juice purchases of great theoretical and practical significance.This article is based on the motivation theory and the consumer behavior theory combine domestic by some researches, then put forward some models about the influencing factors of purchase behavior. Then this paper takes city residents in Hubei Province as examples to study,including 4 cities:Wuhan,Jingzhou,Huanggang and Yichang. Based on data from 224 questionnaires and data analysis including descriptive statisties, factor analysis and logistic analysis by SPSS13.0 for Windows software, the paper tests the research model in the fourth part and the fifth part. After descriptive statistics, factor analysis and multiple regression, logistic regression analysis, empirical test of theoretical models, are a series of research findings, the conclusions that validate the quality concerns, product characteristics, the consumption environment, personal characteristics and perceived quality are the key reasones. Finally, the paper conclusions and enlightenment are discussed.The main innovations are as follows:(1) currently little literature on the purchasing behavior of orange juice and orange juice, safe and nutritious high quality depth investigation of willingness to pay. Through questionnaires, qualitative and quantitative analysis of urban residents in Hubei Province purchases of orange juice and willingness to pay. (2) the research method, not only with the factor analysis, also used multiple regression, Logistic regression was used to detect kinds of factors influence consumer buying behavior, make research findings more scientific and convincing. |
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