基于多元统计分析方法的市民线上生鲜购买意愿调查研究

Research on Citizens’ willingness to Buy Fresh Food Online Based on MultiVariate Statistical Analysis

随着网络购物的多样化发展,很多人开始在网络上购买保存和运输难度都比较大的生鲜产品,为了了解市民网络上购买生鲜的意愿和满意度,该文通过网络随机发放调查问卷的形式获得数据,利用多元统计分析中的因子分析法和灰色关联分析法评价了影响生鲜购买因素和满意度的关联程度.为商家及相关企业进行科学决策提供有利依据,并为提高市民线上生鲜购买满意度提出可操作的意见和建议.

With the diversified development of online shopping,many people begin to buy fresh products which are difficult to preserve and transport on the Internet. In order to understand the willingness and satisfaction of citizens to buy fresh products on the Internet,this paper gets data by randomly issuing questionnaires on the Internet. Factor analysis and grey correlation analysis were used to evaluate the correlation degree between factors influencing fresh food purchase and satisfaction. In order to provide a favorable basis for businesses and related enterprises to make scientific decisions,andimprove the citizens’ satisfaction with online fresh food purchase,this paper puts forward to some feasible opinions and suggestions.