Research On Influencing Factors Of The Amount Of Vegetable Retailers' Careless Money Based On Ordinal Logistic Regression Model

Careless money was a new economical concept,the behavior existed in charitable donations,commodity retail buying lottery,etc..Vegetable retailers in the traditional farmer's market was the most common actors of careless money.Research on influencing factor of vegetable retailers' careless money not only has the vital significance to improve research system of the careless money theory,but also can provide a theoretical basis for other careless money actors.In addition,through the promotion of the careless money,vegetable retailers can consciously use the law to improve the relationship between the retailer and the buyer,reduce the friction in the retail transaction,improve transaction efficiency.In the paper,the amount of vegetable retailers' careless money was dependent variable.It was measured by the difference between the amount receivable and the amount actually received.According to Theory of Planned Behavior,the paper chose independent variable from individual attitudes,subjective norms,perceived behavior control and individual basic characteristics.Independent variables specifically included retailers basic characteristics such as age,sex,education level and the proportion of retail income;individual attitudes such as the degree of the careless money behavior affects income,the degree of the careless money behavior affects profit,the degree of the careless money behavior affects customer volume;subjective norms such as the number of competitors,competitor behavior frequency;perceived behavior control such as the labor force of vegetables retail,the marketing mode,the product variety,place of business,the level of retail profits,the amount of receivables,the familiarity with both transactions sides,the behavior of the initiator.Research methods included general description analysis,analysis of variance,and the ordinal logistic regression model.Based on the survey data of 337 vegetable retailers in Yangling Demonstration Area of Shaanxi Province,the general descriptive statistics showed that:(1)vegetable retailers' careless money behavior had the high frequency but the small amount of money.The amount of vegetable retailers' careless money concentrated in the 0.1-0.3yuan.(2)The reasons for vegetable retailers giving up careless money was that the amount of the transaction can meet the expected profit,careless money has no effect on the amount of profits,maintain customer relations,exchanging for change requires a higher cost and so on.The main reason is to maintain customer relationships and save costs.(3)Based on the self-awareness of vegetable retailers,frequent careless money behavior had little effect on the profits of vegetable retailers,The impact of careless money behavior on income was in the affordable range;But careless money could help vegetable retailers and customers to establish a good relationship,and bring more customers to vegetable retailers.(4)Under normal circumstances,the vegetable retailer is not completely rational,vulnerable to trading atmosphere,emotional and other psychological factors affected the decision whether to abandon the careless money.The results of the OLogit model analysis showed that:(1)The independent variable,which had the significant influence on the amount of vegetable retailers' careless money,were the degree of the careless money behavior affects customer volume,the number of competitors,place of business,the level of retail profits,the amount of receivables,the familiarity with both transactions sides.(2)The amount of vegetable retailers' careless money had nothing to do with the basic characteristics of the individual,such as age,sex,and educational level,the proportion of retail income.(3)The amount of vegetable retailers' careless money related to their attitude: The more optimistic the expectations of careless money to bring customer was,the higher the amount of vegetable retailers' careless money.(4)Subjective norms bear on the amount of vegetable retailers' careless money: The amount of vegetable retailers' careless money positively related to the number of competitors.In the same market,the more homogeneous product retailers,the greater the amount of vegetable retailers' careless money.(5)Perceived behavior control had something on the amount of vegetable retailers' careless money:The careless money amount of vegetable retailers with fixed stalls in the farmer's market was more than the retailers operating in circulation;Retail profit levels had a positive impact on the amount of vegetable retailers' careless money.;Compared to strangers,the amount of vegetable retailers' careless money was comparatively large when retailers deal with repeat customers;The amount of receivables had a significant positive effect on the amount of vegetable retailers' careless money.The amount of careless money increased as the amount of receivables was increased.