疫情防控常态化水产品线上消费意愿及影响因素研究

Study on the fresh aquatic products online consumption intension and its influencing factors in the normal epidemic situation

疫情发生并进入常态化,对水产品供应与居民消费方式产生一定影响。通过研究疫情防控常态化后中国居民水产品线上消费意愿及影响因素,分析居民水产品消费特征,并对比疫情严格防控期与常态化后消费方式的差异及影响因素;研究安全检测、价格、品质、物流服务、电商平台对居民购买意愿的影响,通过多元线性回归模型得出影响因素对消费意愿的显著性情况。基于分析结果对水产品线上销售提出合理建议,以期在疫情防控常态化下维持水产品市场供求平衡,降低疫情带来的负面影响,同时提高消费者在线消费粘度,促进生鲜电商进一步发展。

The outbreak and normalization of the epidemic situation have a certain impact on the supply of aquatic products and the consumption patterns of residents. By studying the willingness and influencing factors of Chinese residents to consume aquatic products online after the normalization of epidemic prevention and control, the characteristics of aquatic products consumption are analyzed, and the differences and influencing factors between the strict epidemic prevention and control period and the consumption patterns after the epidemic prevention and control are compared. This paper studies the influence of security detection, price, quality, logistics service and e-commerce platform on residents’ purchase intention, and obtains the significance of influencing factors on consumption intention through multiple linear regression model. Based on the analysis results, reasonable suggestions are put forward for the online sales of aquatic products, so as to maintain the balance of supply and demand of aquatic products market, reduce the negative impact of the epidemic, improve the online consumption viscosity of consumers, and promote the further development of fresh e-commerce.