网购食品消费者选择行为的影响因素

Research on Consumer Choice Behavior of Online Food Purchase

利用1 790份网络调查问卷数据,采用相关分析、交叉分析等统计方法,研究网购食品消费者选择行为,分析网购食品市场渗透率不高、用户黏性不足的主要原因,结果表明,消费者个性特征差异会导致对网购食品的不同态度,进而影响消费者对网购食品的选择行为;良好的网购环境、物美价廉的食品、优质的网购服务,是促使消费者选择网购食品的主要因素,对网购食品安全的担忧、习惯于传统购物方式、网购维权难度大,是抑制消费者选择网购食品的主要因素,尤其是网购食品"难维权、维权难"可能会放大消费者对网购食品产生的消极态度。为此,应加强网购食品多主体协同监管,消除消费者怀疑心理和不放心态度;建立以消费者需求为中心的网购食品质量安全供应链管理体系,推动线上市场和线下实体店紧密结合、融合发展;完善网购食品维权制度,畅通维权渠道。

In order to further understand consumers'online food choice behavior,and the main reasons for the low penetration rate and insufficient user stickiness of online food market,using 1790 online questionnaires data,correlation analysis,cross analysis and other statistical methods,the author studies the choice behavior of online food consumers.The results show that the differences of personality characteristics of consumers will lead to different attitudes towards online food purchase,and then affect consumers'choice behavior of online food purchase.Good online shopping environment,cheap food and high quality online shopping service are the main factors to promote consumers to choose online food.Concern about the safety of online shopping food,the difficulty of being accustomed to traditional shopping methods and online shopping rights protection are the main factors that restrain consumers from choosing online food.Especially,if the difficulties of online shopping rights protection are not solved,the negative attitudes of consumers towards online food shopping may be magnified.We should strengthen the multi-subject collaborative supervision of online food shopping to eliminate doubts and insecure attitudes of consumers,establish a consumer-centered quality and safety supply chain management system for online food purchases,promote the close integration of online markets and offline physical stores,improve the online food rights protection system,and open the channels of rights protection.