Attribute of variable | Variable name | Variable definition | ||
Dependent variable | The monthly cost of purchasing RIO cocktails | 1) Under 20 yuan 2) 20~50 yuan 3) 50~150 yuan 4) Above 150 yuan | ||
Independent variable | Core explanatory variables | Satisfaction with RIO cocktails | Base wine | 1) Highly dissatisfied 2) Dissatisfied 3) General 4) Satisfied 5) Highly satisfied |
Flavor | ||||
Price | ||||
Packing | ||||
Copywriting | ||||
Portability | ||||
Ad | ||||
Brand | ||||
Attitude | ||||
Logistics | ||||
Control variable | Profession | 1, Student group 2, Enterprises, institutions 3, Servicing business 4, Production industry 5, Special profession | ||
Income | 1) Under 1000 yuan 2) 1000~1999 yuan 3) 2000~2999 yuan 4) 3000~4999 yuan 5) Above 5000 yuan |