南京市活禽与冷鲜禽市场消费者购买意愿因素探究  

Research on the Factors of Consumers Purchase Intention in the Live Poultry and Chilled Poultry Markets in Nanjing

作　　者：陈豪 周沁彦 钱菲 岳中刚 CHEN Hao;ZHOU Qin-yan;QIAN Fei;YUE Zhong-gang(Bell Honors School,Nanjing University of Posts and Telecommunications,Nanjing 210003;School of Economics,Nanjing University of Posts and Telecommunications,Nanjing 210003,China)

机构地区：[1]南京邮电大学贝尔英才学院,江苏南京210003 [2]南京邮电大学经济学院,江苏南京210003

出　　处：《物流工程与管理》2021年第7期162-165,共4页Logistics Engineering and Management

摘　　要：近年来,我国禽养殖业发展迅速,在国民经济中产生重大作用,消费者也愈发倾向于购买禽类产品,但传统的活禽交易存在潜在的病毒、卫生等风险。而如今,冷鲜肉的保鲜技术不断发展,消费快速增长,逐渐成为消费者的新选择。文章对南京市消费者进行了调查,探求其对活禽交易与冷鲜禽肉的需求程度、购买偏好以及影响因素。结果显示,南京市消费者更偏向于购买冷鲜禽,且消费偏好里冷链物流配送的质量及时间对消费者购买冷鲜禽肉有着积极的正向影响效果。In recent years,our country's poultry industry has developed rapidly,which has played a major role in the national economy,and consumers have become increasingly inclined to poultry products.However,in the traditional live poultry trading,there are potential risks such as viruses and hygiene.Nowadays,chilled meat preservation technology continues to develop,its consumption is growing rapidly,and it has gradually become a new choice for consumers.This article conducted a survey of consumers in Nanjing to explore their demand for live poultry transactions and chilled poultry meat,purchase preferences and influencing factors.The results show that consumers in Nanjing are more inclined to buy chilled poultry,and the quality of cold chain logistics and the time of cold chain logistics distribution in consumer preferences have a positive effect on consumers purchase of chilled poultry.

关 键 词：活禽交易 冷鲜肉 意愿度分析 物流配送 

分 类 号：F406.2[经济管理—产业经济]