“种草”对消费者线上购物决策的影响研究--基于食品饮料的网民购物意愿调查数据  

A Study on the Impact of“Planting Grass”on Consumer Onlined Shopping Decisions:Analysis of Shopping Intention Survey Data Based on Food and Beverage among Internet Users

作　　者：冯朝睿[1] 袁帅 FENG Zhaorui;YUAN Shuai

机构地区：[1]昆明理工大学,昆明650031 [2]新疆财经大学,乌鲁木齐830012

出　　处：《上海市经济管理干部学院学报》2025年第1期24-40,共17页Journal of Shanghai Economic Management College

基　　金：国家社会科学基金项目“西南地区乡村数字化治理效能的水平测量与提升策略研究”(23BZZ091);云南省社会科学规划社会智库重大项目“云南民族地区巩固脱贫攻坚成果与乡村振兴战略有效衔接的对策研究”(SHZK2021104)。

摘　　要：在数字经济背景下,“种草”经济作为新兴的消费引导模式,对推动消费、促进市场活力起到了积极作用,是我国经济增长的一个重要助力因素。以众多学者研究成果为理论参考,文章通过问卷调查,使用结构方程模型探究“种草”对购物决策影响的因素、路径、程度,采用随机森林模拟预测出消费者的线上购物决策并对其进行验证。结果表明,个人因素、社会因素以及两者的交互作用均对购物决策产生影响;线上消费环境直接影响作用最强,还能通过其余的社会因素对购物决策产生间接影响;消费者更关心商品的包邮、售后服务及网络达人对其进行评测。基于此提出了提高“种草”成功率,促进消费者、商家、第三方平台形成“种草”经济良性循环的建议。In the context of the digital economy,the“planting grass”(recommendation)economy has become a key driver of stable economic growth in China,significantly impacting merchants,consumers,and third-party platforms.Building on the theoretical foundation provided by numerous scholars’research,this paper explores the factors,pathways,and extent to which“planting grass”influences shopping decisions through survey data and structural equation modeling.Additionally,it employs random forest simulation to predict and validate online shopping decisions.The results indicate that personal factors,social factors,and their interactions all affect shopping decisions.The online consumption environment has the strongest direct impact and can also indirectly influence shopping decisions through other social factors.Consumers are particularly concerned with free shipping,after-sales service,and evaluations by online influencers.Based on these findings,the paper proposes suggestions to improve the success rate of“planting grass”and promote a positive cycle of“planting grass”economy among consumers,merchants,and third-party platforms.

关 键 词：“种草”经济 线上购物决策 结构方程模型 随机森林模拟预测 

分 类 号：F724.6[经济管理—产业经济]