重庆主城区观赏鱼市场消费特征分析

Analysis on the consumption characteristics of ornamental fish market in Chongqing

本文采用实地走访和电子调研问卷相结合的方式,调查分析了2021-2022年重庆主城区观赏鱼市场的消费特征。从472份有效调研问卷中提取出了有关观赏鱼消费的购买意愿、消费方式、品种接受程度、附加产品接受程度、观赏文化形象认知程度等基本特征信息,在此基础上对重庆主城区观赏鱼用户认知与产品选择进行实证分析,总结分析了重庆主城区观赏鱼市场的消费特征,结果表明:教育认识和休闲娱乐认识对消费用户产品选择均有正影响,装饰与美化认识中“绿化家庭环境”影响水平更强,价格认同中“观赏鱼具有吉祥美满的祝福意义和可以消磨时光”影响最大,成本认同中“观赏鱼养殖需要投入一定的经济成本”影响水平大,“观赏鱼难存活、有一定饲养难度”增加了消费者对养殖风险认同。最后根据分析结论提出相关建议。

The consumption characteristics of ornamental fish market in Chongqing from 2021 to 2022 are investigated and analyzed by means of field visit and electronic survey questionnaire.The basic characteristics of ornamental fish consumption,such as purchase willingness,consumption mode,variety acceptance,additional product acceptance,ornamental cultural image cognition,are extracted from 472 effective survey questionnaires.On this basis,the cognition of ornamental fish users and product selection in Chongqing main urban area are empirically analyzed,and the consumption characteristics of ornamental fish market in Chongqing main urban area are summarized and analyzed.The results showed that both educational understanding and leisure entertainment understanding have a positive impact on consumer user product selection,and the impact level of"greening family environment"is stronger in decoration and beautification understanding.In price identification,"ornamental fish had auspicious and happy blessing significance and could wear off time"has the greatest impact,and in cost identification,"ornamental fish aquaculture needed to invest a certain economic cost"has a large impact level,and"ornamental fish was difficult to survive and had certain feeding difficulty"increases consumers'recognition of aquaculture risks.Finally,the relevant suggestions are put forward according to the analysis conclusions.