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Based on the survey and research of awareness, preferences and purchasing behavior of residents about Korean food and agricultural products in Beijing, Shanghai, Shenyang, Qingdao and Chongqing in 2014, this paper makes a statistical analysis of the influence of consumers' personal characteristics, awareness, buying habits and income on Chinese consumers' identification and purchase of Korean food and agricultural products, and performs an empirical analysis on the purchasing behavior using Tobit model. The results show that consumers' personal characteristics have no significant influence on the purchase of Korean food; consumers' income levels have a significant positive effect on the purchasing amount of Korean food; consumers' location has a significant effect on the purchasing amount; consumers' recognition has a positive effect on consumers' purchasing behavior, but it is not significant.


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