新冠疫情对消费者购买渠道选择的冲击

为探究新冠疫情对消费者畜禽产品购买偏好的影响，本研究运用选择实验的方法，基于网络问卷形式获得湖北武汉、河南郑州、湖南长沙、浙江杭州4个城市934位消费者行为数据，采用混合logit模型进行数据分析。结果表明:从区域上看，不同区域消费者对线上渠道偏好存在差异，相对于轻度疫情区域，重度疫情区域的消费者对线上渠道偏好显著，对时间成本负向偏好明显，且对各属性的支付意愿均较高；从产品上看，消费者对不同产品的支付意愿存在差异，对具有品牌属性的产品支付意愿最高，可追溯信息属性次之，且同一区域内猪肉的支付意愿高于鸡肉。因此，畜禽产品零售企业应促进线上线下协同发力，提高效率吸引消费者；加强与完善可追溯畜禽产品的品牌建设；合理细分产品和区域，逐步拓展可追溯产品市场。

Impact of COVID-19 epidemic on purchase channel selection of consumers in China

In order to explore the impact of the COVID-19 epidemic on consumers'' purchasing preferences for livestock and poultry products, selective experiment was conducted to collect the behavior data of 934 consumers through the form of online questionnaire from 4 cities, Wuhan City of Hubei Province, Zhengzhou City of Henan Province, Changsha City of Hunan Province and Hangzhou City of Zhejiang Province, and the data was analyzed by the mixed logit model. The results showed that: From the regional perspective, different preferences for online channels existed in the consumers from different regions. Compared with the mild epidemic areas, the preference for online channels existed in the consumers in severe epidemic areas was significant with obvious negative preference for time cost and higher willingness in paying for various attributes. From the perspective of products, the willingness of the consumers paying for different products was different, and the highest willingness was for products with brand attributes, followed by traceability information attributes. The higher willingness was discovered in paying pork in the same region than that of chicken. Therefore, the retail enterprises of livestock and poultry products should collaborate online and offline channels to improve efficiency, attract the consumers, strengthen and perfect the brand construction of traceable livestock and poultry products, reasonably subdivide products and regions, and gradually expand the market of traceable products.