二手母婴市场消费行为研究分析报告——基于上海市的抽样调查

Research Report on Second-Hand Baby and Mom Products Market Consumption Behavior—Based on a Sampling Survey in Shanghai

摘要: 随着循环经济理念的发展，二手母婴产品交易逐渐成为缓解育儿成本和践行绿色生活的重要途径。然而，二手母婴市场面临的核心问题是卫生安全信任缺失。消费者如何评价二手母婴产品的实际价值？平台方如何突破发展瓶颈？本研究通过微博评论数据分析用户对产品安全性和功能性的关注，结合区域消费差异，提出分层运营策略，为市场参与者提供可行的解决方案。本研究爬取了63,776条二手母婴产品评论数据，利用LDA模型挖掘了消费者关注的核心维度，如产品安全性和交易信任度。问卷调查分为试调查和正式调查阶段，确保样本空间均衡，数据经过结构效度和聚敛效度验证。通过描述性统计分析，识别了育儿阶段、安全健康重视度和平台信任感知三大核心驱动因素对购买决策的影响。进一步，基于随机森林和K-Means聚类分析，将消费者划分为三类，并结合热力图可视化区域和消费场景的差异化特征。研究发现，消费者的二手母婴产品接纳度受安全与健康保障的驱动，验证了风险规避理论的核心地位。消费者分为重视安全与功能的理性消费者、价格敏感但信任度低的低信任群体，以及依赖平台保障的高价值用户。区域和育儿阶段差异显著影响需求，中心城区用户注重品质和服务，新兴城区中产家庭需求潜力较大，远郊城区则需解决低价与信任问题。

Abstract: With the development of the circular economy concept, the trade of second-hand baby products has gradually become an important way to reduce parenting costs and promote a green lifestyle. However, the core issue in the second-hand baby and mom products market is the lack of trust in hygiene and safety. How do consumers evaluate the actual value of second-hand baby products? How can platforms overcome development bottlenecks? This study analyzes user concerns about product safety and functionality through Weibo comment data, and combines regional consumption differences to propose a layered operational strategy, providing feasible solutions for market participants. The study crawled 63,776 second-hand baby product comments and used the LDA model to identify core consumer concerns such as product safety and transaction trust. A questionnaire survey was conducted in two stages: a pilot survey and a formal survey, ensuring a balanced sample space, with the data validated for structural and convergent validity. Descriptive statistical analysis revealed three core driving factors—parenting stage, safety and health importance, and platform trust perception—that influence purchase decisions. Furthermore, based on random forest and K-Means clustering analysis, consumers were divided into three groups, and heat maps were used to visualize regional and consumption scenario differences. The study found that consumers’ acceptance of second-hand baby products is driven by safety and health assurances, confirming the central role of risk aversion theory. Consumers were categorized into rational consumers who prioritize safety and functionality, price-sensitive but low-trust groups, and high-value users who rely on platform guarantees. Regional and parenting stage differences significantly impact demand, with users in central urban areas focusing on quality and service, middle-class families in emerging districts showing potential demand, and suburban areas needing to address issues of low price and trust.