Analysis on the Factors Influencing the Behavior of Purchasing Enterprise Brand Fruits: Empirical Study Based on 312 Consumers in China

Table 10

Binary logistic analysis of the factors influencing the behavior of purchasing enterprise brand fruits.

	B	Standardized coefficient	S.E,	Wals	df	Sig.	Exp (B)
Gender	0.697	0.187	0.346	4.059	1.000	0.044	2.007
Convenience of purchase	0.456	0.220	0.208	4.813	1.000	0.028	1.578
Taste	0.439	0.218	0.188	5.443	1.000	0.020	1.551
Tasted or not	−0.968	−0.267	0.351	7.616	1.000	0.006	0.380
Evaluation after tasting	0.611	0.221	0.269	5.169	1.000	0.023	1.842
Whether relatives or friends buy	−2.080	−0.477	0.353	34.818	1.000	0.000	0.125
Constant	−0.592		1.333	0.198	1.000	0.657	0.553

Note: ^∗ means significant at 10% level, ^∗∗ means significant at 5% level, and ^∗∗∗ means significant at 1% level.