预制菜消费者购买意愿的影响因素分析——以广东省为例

Analysis on the Influencing Factors of Consumers’Purchasing Intention for Prepared Dishes--Taking Guangdong Province as an Example

近年来,宅经济与快节奏生活以及产业链的成熟等多重因素叠加,开启了预制菜C端消费的高速发展。但预制菜行业迅速发展的同时,也逐渐出现许多问题,预制菜市场行业标准与规范存在空白,在经营理念、产品研发、销售方式等方面面临着挑战,消费者对预制菜的需求不断增加,使得消费者购买使用预制菜的因素也有所改变。本文以广东省为例,分析消费者购买预制菜的影响因素。此次问卷调查中,收集了300份有效问卷,通过实证分析发现,食品质量、口味类型、食品安全、包装技术对消费者预制菜购买意愿均具有显著的正向影响;包装技术是影响消费者购买意愿的第一大因素;口味类型与食品质量对消费者购买意愿的影响程度相近,依次为第二和第三影响因素。

In recent years,the combination of multiple factors such as the housing economy,fast-paced life,and the maturity of the industrial chain has triggered the rapid development of C-end consumption of prepared dishes.However,with the rapid development of the prepared dishes industry,many problems have gradually emerged.There are gaps in industry standards and norms in the prepared dishes market,and challenges are faced in business philosophy,product research and development,sales methods,and other aspects.The demand for prepared dishes by consumers is constantly increasing,and the factors that affect consumers’purchase and use of prepared dishes have also changed.This article takes Guangdong province as an example to analyze the influencing factors of consumers purchasing prepared dishes.In this questionnaire survey,300 valid questionnaires were collected and empirical analysis was conducted.It was found that food quality,taste type,food safety,and packaging technology all have a significant positive impact on consumers’willingness to purchase prepared dishes;packaging technology is the first major factor affecting consumers’willingness to purchase;the degree of influence of taste type and food quality on consumer purchasing intention is similar,with the second and third influencing factors being respectively.