摘要
生鲜电商市场不断成熟,但水产品在各生鲜品类电商发展中一直落后于果蔬等电商发展,而随着新冠肺炎疫情的暴发,让消费者选择和接受线上购买水产品的形式,水产品电商得到了极大的支持,但同时令人担忧的是在疫情结束后人们是否还继续选择线上购买水产品,水产品电商该如何抓住此次机会扩大市场份额从而快速发展。鉴于此,基于上海临港地区342份居民问卷调查,围绕水产品的网购意愿构建二元logistic模型,分析影响消费者线上购买的因素,研究如何改善消费者线上购买体验和如何完善水产品电商平台的发展。结果显示:个体特征中的性别、所受教育程度、个人税后月收入、食用水产品的频率,生鲜水产品自身属性中的新鲜程度、质量、安全性以及电商平台中的网站系统质量、售前售后服务以及物流质量都对网络购买生鲜水产品意愿有着正向影响。因此提出提高个性化服务稳定客户来源,严控质量并抓住冷冻水产品机遇,提高网站质量和构建综合物流系统的建议,改善消费者线上购买水产品的体验,使消费者越来越多地选择网购的方式购买水产品,同时促进水产品电商平台能够更好地发展。
The fresh food e-commerce market continues to mature, but aquatic products have been lagging behind the development of e-commerce such as fruits and vegetables in the development of fresh food e-commerce. With the outbreak of COVID-19, consumers have to choose and accept online purchases of aquatic products, which won great support from the aquatic product e-commerce, but it is also worrying whether people will continue to buy aquatic products online once the epidemic is over. How should aquatic product e-commerce companies seize this opportunity to expand the market share for rapid development. In view of this, based on the questionnaire survey of 342 residents in the port area of Shanghai, a binary logistic model was constructed around the willingness to buy aquatic products online to analyze the factors that affect consumers’ online purchase and study how to improve the consumer’s online buying experience and how to improve the development of aquatic products e-commerce platform, the results show: individual characteristics of gender, education level, personal monthly income after tax, frequency of consuming aquatic, freshness, quality, and safety in the fresh aquatic products’ own attributes, and quality of the website system, pre-sales and after-sales service in the e-commerce platform and the logistics quality in China have a positive impact on the willingness to buy fresh aquatic products online. Therefore, it is proposed to improve the personalized service to stabilize the source of customers, strictly control the quality and seize the opportunity of frozen aquatic products, improve the quality of the website and build a comprehensive logistics system, improve the consumer experience in buying aquatic products online, and make more and more consumers choose online shopping to buy aquatic products, and at the same time promote the better development of aquatic product e-commerce platforms.
作者
贾亚茹
陈林生
JIA Yaru;CHEN Linsheng(School of Economics and Management,Shanghai Ocean University,Shanghai 201306,China)
出处
《海洋经济》
2022年第1期41-50,共10页
Marine Economy
关键词
生鲜水产品
网购意愿
影响因素
Fresh aquatic products
Online shopping willingness
Influencing factors
