消费者“微”平台食品网购的认知与支付意愿分析

Consumers' Net Puschasing Cognitive for Food and Willingness to Pay Through Micro Platform

微博、微信已成为一个获取、传播和分享信息的重要平台,通过"微"平台制定营销策略已成为互联网营销的重点。本文通过问卷调查分析了不同消费者"微"平台下对食品网购的认知和行为趋向,通过消费者对网购的熟悉程度、"微"平台的使用程度、网购食品实际行为等,综合分析了"微"平台下消费者食品网购的支付意愿,并对"微"平台食品网络营销的发展提出了建议。

Weibo and micro letter has become an important platform of information acquisition,transmission,and sharing. Developing marketing strategy through micro platform has become the focus of the internet marketing. This paper analyzed different consumers＇ shopping cognitive and behavioral tendency for food on micro platform through the questionnaire survey. By consumers＇ familiar degree for network,the use of micro platform,online food purchase behavior,etc.,we comprehensively analyzed consumers＇ willingness to pay（ WTP） for food on micro platform,and the development of network marketing on micro platform were proposed.