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

Table 8

Correlation test between the factors influencing the behavior of purchasing enterprise brand fruits and the dependent variable.

	Correlation	Significance (bilateral)
Gender	0.121	0.039
Age	0.032	0.587
Education background	−0.009	0.878
Occupation	−0.078	0.185
The main buyer of fruits or not	−0.014	0.813
Monthly household income	0.044	0.453
Marital status	0.036	0.543
Whether there is a difference between enterprise brand fruits and common fruits	−0.018	0.764
Convenience of purchase	0.106	0.071
Freshness	0.013	0.830
Price	−0.050	0.391
Taste	0.118	0.043
Nutrition	−0.020	0.739
Quality certification	−0.040	0.498
Tasted or not	−0.150	0.010
Evaluation after tasting	0.132	0.024
Whether relatives or friends buy	−0.393	0.000
Publicity by enterprises and governments	0.030	0.607

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