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- Title
中国居民水果线上线下消费倾向和行为 及影响因素的实证分析 ——基于2972份微观调查数据.
- Authors
侯煜庐; 赵俊晔
- Abstract
With the rapid development of e-commerce, traditional consumption patterns are gradually changing to new forms of online consumption. China is a major country in the production and consumption of fruit in the world. Whether the fruit consumption of residents has changed, what changes have occurred, and what are the reasons behind it are the exploration goals of this study. In this paper, 2 972 online questionnaires were collected to understand the changes of Chinese residents' offline and online fruit consumption behavior, and a micro-empirical study was conducted. It was found that residents' fruit consumption is still dominated by offline purchases, but there is an obvious trend of shifting from offline to online; household income affects online and offline fruit purchase behavior, the higher the income level, the greater the online purchase tendency; residents' perception of fruit prices affects their online and offline fruit purchase behavior, the higher the perception of offline prices and the cheaper the perception of online prices, the greater the change in online purchase behavior. Based on this, we should promote the healthy development of the fruit market and ensure residents' living standards and health by strengthening the construction of the supply system, establishing a price monitoring system, developing e-commerce platforms, and increasing residents' income. Most of the samples in this study come from rural residents, and the research on urban residents and groups over 60 years old needs to be further improved.
- Publication
Agricultural Outlook (1673-3908), 2023, Vol 19, Issue 11, p95
- ISSN
1673-3908
- Publication type
Article