城市消费者生鲜水果线上线下购买方式选择研究——基于二元Logit模型的实证分析

Study on the Choice of Online and Offline Purchase of Fresh Fruit for Urban Consumers——Empirical Analysis Based on Binary Logit Model

随着互联网技术的发展与应用,线上逐渐成为消费者购买生鲜水果的重要方式之一。文章利用对长沙市、广州市、重庆市、北京市、上海市、深圳市等1063名城市消费者的线下问卷调查和422份生鲜水果购物网站的线上问卷调查所得数据,运用二元Logit模型,研究了影响消费者做出线上、线下购买行为的主要因素。研究结果表明,消费者的个人特征、心理特征、行为特征以及环境特征的偏好程度对生鲜水果线上、线下购买方式的选择有显著影响。根据研究结论,生鲜水果的线上购买方式必定成为未来的发展趋势,但目前线上、线下两种方式依旧相互依存、相互影响。在进行生鲜水果营销时,需要结合线上、线下购买方式的影响因素,为商家提出对策建议。

With the development and application of I nternet technology, online purchase has gradually become one of the most important ways for consumers to buy fresh fruit. Using the data from the online questionnaire survey among 1063 urban consumers in changsha, guangzhou, chongqing, Beijing, Shanghai, shenzhen and 422 fresh fruit shopping website online questionnaire survey data, with binary Logit model, this paper studies the main factors affecting consumers＇ purchasing behavior of online and offline. The results show that consumers＇ personal characteristics, psychological characteristics, behavioral characteristics and preferences of environmental characteristics have a significant impact on the choice of online and offline buying pattern of fresh fruits. Aeeording to the research conclusion, the online purchase of fresh fruits will become the development trend in the future, but the two ways of online and offline still depend on each other and influence each other at present. In the process of fresh fruit marketing, it is necessary to put forward some countermeasures for the merchants combined the influence factors of online and offline purchasing methods.