电商环境下热带水果网购意愿的影响因素

Influencing Factors of Consumers'Willingness to Buy Tropical Fruits Online in the E-commerce Environment

随着电商的兴起,热带水果网购在各大电商平台上逐渐占有一席之地。然而,受地理位置和水果特性等因素限制,消费者网上购买热带水果的意愿仍有待提升。通过对电商平台的热带水果消费者进行问卷调查,利用二元Logistic回归模型对数据进行处理,探究消费者网购热带水果意愿的影响因素。结果表明,消费者的收入水平、产品销量及其用户评价是影响消费者网购意愿最为显著的3个因素。对此,应有针对性地制定销售策略,以获取不同消费群体的好评,形成良性销售循环。

With the rising of e-commerce,online shopping of tropical fruits has gradually developed.How‐ever,due to the geographical location and the characteristics of the fruits,consumers'willingness to pur‐chase tropical fruits online still needs to be improved.Based on issuing questionnaires to tropical fruit con‐sumers on an e-commerce platform,exploreed the factors that influence consumers'willingness to buy tropi‐cal fruits online by binary logistic regression model to process the data.The results showed that consumers'income level,product sales and user evaluations are the three most significant factors affecting consumers'online shopping willingness.So,sales strategies should be formulated in a targeted manner to obtain praise from groups of different consumption levels and form a virtuous sales cycle.