基于消费者视角的生鲜零售业态演变影响因素分析  

Analysis on the Influencing Factors of Fresh Retail Business Type Evolution from the Perspective of Consumers

作　　者：向南[1,2] 田懿行 陈红华[1] XIANG Nan;TIAN Yi-xing;CHEN Hong-hua(College of Economics&Management,China Agricultural University,Beijing 100083,China;College of Economics&Management,Jilin Agricultural Science and Technology University,Jilin 132101,Jilin,China)

机构地区：[1]中国农业大学经济管理学院,北京市100083 [2]吉林农业科技学院经济管理学院,吉林吉林132021

出　　处：《中国流通经济》2021年第10期3-11,共9页China Business and Market

基　　金：教育部人文社会科学研究一般项目“我国生鲜农产品零售业态演变机理研究”(20YJA630004)。

摘　　要：随着经济及互联网技术不断发展,消费者逐渐将线上购买生鲜产品作为重要方式之一,我国生鲜零售业态不断发生变化。基于消费者视角的生鲜零售业态演变理论基础,利用1164份消费者调查数据,采用二元罗杰特(Logit)计量模型对线下实体门店和线上生鲜电商两种业态选择行为进行验证。研究表明:线下实体门店业态仍然是消费者购买生鲜产品的主要零售业态;消费者到业态的交易成本是我国生鲜零售业态发生演变的影响因素;分销服务水平和消费者收入水平显著影响我国生鲜零售业态演变。根据以上结论得出以下启示:我国生鲜零售在未来较长时间内仍以业态共存格局为主;线上购买生鲜产品已成为一种发展趋势,生鲜电商业态比重仍会不断提高;线下实体和线上电商无论以何种形式创新何种业态,本质上都是以消费者需求为导向,不断向提高分销服务水平、减少消费者交易成本方向发展。With the continuous development of economy and Internet technology,consumers gradually regard online purchase of fresh products as one of the important ways,and the business type of fresh retail in China is constantly changing.Based on the theoretical basis of the change of consumer transaction cost and the evolution of fresh retail business,the authors use 1164 consumer survey data and adopt binary Logit econometric model to verify the selection behavior of offline physical stores and online fresh e-commerce.The results show that:(1)the business type of offline physical store is still the main type for consumers to buy fresh products;(2)the transaction cost from consumers to business type is the influencing factor of the evolution of fresh retail business type in China;and(3)distribution service level and consumer income level can significantly affect the evolution of fresh retail business type in China.According to the above conclusions,the following enlightenments can be drawn:(1)China's fresh retail will continue to be dominated by the coexistence pattern of business types in a long time in the future:(2)online purchase of fresh products has become a development trend,the proportion of fresh e-commerce will continue to increase;(3)no matter what business type offline entities and online e-commerce enterprises innovate in,they are in essence oriented by consumer demand,aiming to continuously improve the level of distribution services and reduce transaction costs for consumers.

关 键 词：生鲜零售 业态演变 消费者行为 交易成本 

分 类 号：F324.6[经济管理—产业经济]