중국 소비자의 온·오프라인 수산물 유통채널 선호도 비교분석 연구

Abstract

Consumers' choices in China are gradually diversifying, and consumers' demands are gradually increasing along with this. As market competition among investigative distributors intensifies, purchasing channels that can satisfy consumers are expected to survive as the dominant distribution channel in the market in the future. In this study, based on previous studies, we tried to analyze purchasing determinants in online and offline seafood distribution channels in China and explore what could be preferred and moved forward in online and offline seafood distribution channels from the perspective of consumers. In the measurement variable, we tried to find out which factor variables have a greater influence on the preference of distribution channels when consumers purchase seafood.Factor product attributes, price, customer service, logistics service, purchase risk, time cost, influence of others, and purchase environment are set as independent variables, and as dependent variables, purchase channel intention represents the preference of the purchase channel when consumers purchase seafood, and was measured by explanatory variables such as mart preference, street vendor preference, market preference, online preference, and Hermashen Sheng preference. According to the analysis results, product attributes, prices, purchase risks, purchase environments, time costs, logistics services, and other people's influences affect consumers' choice of seafood distribution channels. According to the market refining rate, the online market refining rate is the highest after the omnichannel's market refining rate.