消费者网上购买蔬菜行为及影响因素研究——基于北京840份调研数据的实证分析

Consumers' online purchasing behavior of vegetables and its influencing factors:empirical analysis of 840 questionnaires in Beijing

为探究影响消费者在网上购买蔬菜的关键因素,采用统计描述和二元Logit回归模型分析了北京市840份蔬菜消费者调查问卷资料。结果表明:有41.4%的消费者在网上购买过蔬菜;教育水平、家庭收入、家庭食品支出、鉴别能力、标签信任度、高价支付意愿和购买频率对消费者在网上购买蔬菜具有显著正向影响,而性别、年龄和安全状况对消费者在网上购买蔬菜具有显著负向影响。该研究针对调查结果提出了一些政策建议:实行差异化营销策略,提供精准化服务;保障蔬菜质量安全,提升网络蔬菜信誉;强化网络蔬菜品牌,提供多种蔬菜种类。

In order to find out the key factors influencing consumers’online purchasing behavior of vegetables,the 840 questionnaires for consumers in Beijing were analyzed by statistical description and bivariate Logit regression model.The results indicated that 41.4%of the consumers had online purchasing behavior of vegetables,and the consumers’education level,family income,family food expenditure,discrimination ability,label trust,willingness to pay higher price and purchasing frequency had a significant positive effect on online purchasing behavior of vegetables,while the consumers’gender,age and evaluation of vegetable unsafety had a significant negative effect on online purchasing behavior of vegetables.Based on the above results,some policy suggestions were made:practising differential marketing tactics and offering precision services,ensuring quality safety of vegetables and improving reputation of online vegetables,and enhancing online vegetable brands and supplying great variety of vegetables.