直播电商背景下消费者食品购买意愿影响因素分析  

Analysis of the Influencing Factors on Consumers'Food Purchase Intention Under the Background of Live E-Commerce

作　　者：史彦泽 费威[2] 王阔 SHI Yanze;FEI Wei;WANG Kuo(School of Marxism,Dongbei University of Finance and Economics,Dalian 116025,China;School of Economics,Dongbei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]东北财经大学马克思主义学院,辽宁大连116025 [2]东北财经大学经济学院,辽宁大连116025

出　　处：《经济与管理》2022年第6期77-83,共7页Economy and Management

基　　金：国家社会科学基金重点项目(22AGL033);教育部人文社会科学研究规划基金项目(21YJA790015);辽宁省经济社会发展研究课题(2023lslybkt-048)。

摘　　要：利用面向消费者的调查分析,建立直播电商消费者食品购买意愿影响因素的Probit模型,分析直播电商背景下消费者食品购买意愿影响因素。主要结果表明:年龄和受教育水平对消费者食品购买意愿有负向影响,直播电商食品环境因素、消费者主观购买因素以及消费者食品安全态度对直播电商消费者食品购买意愿有正向影响,收入、居住地以及消费者职业因素对直播电商消费者食品购买意愿无显著影响。据此,为促进直播电商食品市场健康发展,应建立良好的直播电商食品环境,树立直播电商背景下消费者购买食品的端正态度,健全直播电商新业态下食品安全监管体系等。The typical food safety issues in the context of live e-commerce are refined,by the consumer-oriented survey analysis,the probit model of the factors affecting the consumer food purchase intention of live e-commerce is established,and the factors influencing consumers'food purchase intention under the background of live e-commerce are analyzed.The main results show that age and education level hurt consumers'food purchase intentions,live e-commerce food environmental factors,consumer subjective purchase factors,and consumer food safety attitudes have a positive impact on live e-commerce consumers'food purchase intentions,and income,place of residence,and consumer occupational factors have no significant impact on live e-commerce consumers'food purchase intentions.Accordingly,to promote the healthy development of the live e-commerce food market,it is proposed to establish a good live e-commerce food environment,establish a correct attitude for consumers to buy food under the background of live e-commerce,and improve the food safety supervision system under the new format of live e-commerce.

关 键 词：直播电商 食品安全 消费者购买意愿 影响因素 

分 类 号：F273.[经济管理—企业管理]