互联网+背景下啤酒消费者网络购买意愿影响因素分析

Influencing Factors of Beer Consumers' Online Purchase Intention in the Internet Plus Era

"互联网+"时代,传统零售业不能固守线下市场,要重视网络营销带来的经济效益。文中以快消品啤酒为研究对象,以304份问卷调查的数据为样本,构建了啤酒消费者的网络购买意愿影响因素的有序Logistics回归模型。研究得出:品牌知名度、物流保障、支付安全性等因素对购买意愿有显著正向影响的研究结论;针对这些因素对青岛啤酒网络营销策略提出优化改进建议。

In the era of ＂Internet plus＂, the traditional retail industry should not stick to the offline market, but attach importance to the economic benefits brought by online marketing. Taking FMCG beer as the research object and taking data from 304 questionnaires as samples, this paper constructed the orderly logistic regression model of influencing factors of beer consumers＇ online purchase intention. It is concluded that factors such as brand awareness, logistics security and payment security have significant positive effects on purchase intention. Based on these factors, some suggestions are put forward to improve Tsing Tao Beer online marketing strategy.