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首页> 外文期刊>Acta Horticulturae >Trends in Asian and Western durian consumer behavior, attitudes and motivations
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Trends in Asian and Western durian consumer behavior, attitudes and motivations

机译：亚洲和西方榴莲消费者行为，态度和动机的趋势

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Few studies have documented consumer behaviors or motivations for purchasing durian, and no study has yet attempted to understand consumer behaviors on a global scale. The studies that exist have focused on domestic markets in durian-producing countries or, more recently, on marketing trends in China. This paper explores the consumer behaviors, attitudes, and motivations of durian lovers around the world. A survey was collected from 1060 self-identified durian lovers from 64 countries and divided respondents into two groups labeled Asian' and 'Western' based on nationality and historical definitions. It was found that, while durian lovers expressed similar enthusiasm for durian and durian odor regardless of their nationality or ethnic background, purchasing behaviors and motivations differed significantly between the two groups. On the health effects of durian, Westerners held positive attitudes towards durian in general and organic durians in particular. Asians, however, expressed uncertain or negative views. Asians were primarily introduced to durian in childhood by parental figures, a trend even among durian lovers of Asian ethnicity living in non-durian-producing countries. In comparison, the majority of Westerners were exposed to durian via the internet or by friends. These preliminary findings suggest that accelerated conversion of Western durian lovers during the last 5 years is due to increased exposure via the internet. Findings also suggest that how durian lovers are exposed to and perceive durian affects how they make purchasing decisions. Future research should explore consumer segmentation and profiling to better fulfill the needs of different types of durian consumers and global durian demands.
机译：很少有研究记录了购买榴莲的消费者行为或动机，并且没有研究尚未试图了解全球规模的消费者行为。存在的研究专注于榴莲生产国的国内市场，或者最近是中国营销趋势。本文探讨了世界各地榴莲爱好者的消费者行为，态度和动机。从64个国家的1060个自我确定的榴莲爱好者收集了一项调查，并将受访者分为两组标有亚洲人“和”西方“的基础，基于国籍和历史定义。有人发现，榴莲爱好者对榴莲和榴莲气味表达了类似的热情，而不管其国籍或种族背景如何，两组之间的采购行为和动机都有显着不同。论榴莲的健康效果，西方人特别对榴莲的积极态度和有机穹窿。然而，亚洲人表达了不确定或否定的观点。亚洲人主要通过父母的数据介绍童年的榴莲，甚至居住在非榴莲生成国家的亚洲种族情人的潮流。相比之下，大多数西方人通过互联网或朋友接触榴莲。这些初步调查结果表明，在过去5年中加速了西方榴莲爱好者的转换是由于通过互联网的曝光率增加。调查结果还表明，榴莲爱好者是如何暴露的，感知榴莲会影响他们如何购买决定。未来的研究应该探索消费者细分和貌相，以更好地满足不同类型的榴莲消费者和全球榴莲需求的需求。

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