消费者网购生鲜农产品的影响因素分析

随着各类电商企业不断涌入生鲜农产品领域,市场上同质化企业不断增多,因此研究消费者网购生鲜农产品的影响因素,有助于生鲜电商进行市场细分。为此,探讨了消费者个人特征,如年龄、收入、教育水平、闲暇时间充裕性、上网时间长短,以及家距农贸市场(或超市)距离等因素对消费者单次网购生鲜农产品费用和频率的影响。研究结果表明:消费者收入、教育水平和时间充裕性显著影响消费者是否选择网购生鲜;消费者收入、教育水平显著影响每次网购生鲜农产品的消费金额;收入和时间充裕性对消费者网购生鲜农产品的频率有显著影响。因此,建议生鲜电商在开拓市场时可将其目标客户定位为高学历及中高收入人群,并提升送货上门的及时性,扩大小区自助提货点的覆盖率。

Analysis on the Impact Factors of Fresh Agricultural Products by Consumers

As various types of commercial enterprises continued to pour into the fresh agricultural products , market homogenization of enterprises increasing ,the research on influencing factors of consumer online shop‐ping for fresh agricultural products was helpful to fresh business market segmentation .The consumers'personal characteristics were explored ,such as age ,income ,education level ,adequate leisure time ,internet time length , and from farmers markets or supermarkets distance and other factors on consumer single online shopping for fresh agricultural products cost and frequency of influence .The results showed that the choice of whether con‐sumer income ,education level and the ample of time significantly influenced consumer online shopping fresh ;the amount of consumption of consumer income ,education level had a significant effect on each net purchase fresh agricultural products ;income and ample of time frequency of consumer online shopping for fresh agricul‐tural products had significant influence .Therefore ,it suggested that fresh electricity suppliers in the market when the target customers could be positioned as high education and high income people to improve the timeli‐ness of home delivery and to expand the coverage rate of self -help delivery points .