生鲜电商背景下消费者渠道选择的影响因素与营销策略研究——以河蟹为例

A Study on the Influencing Factors and Marketing Strategies of Consumer Channel Choice in the Context of Fresh E-Commerce—A Case Study of River Crabs

摘要: 互联网特别是移动互联网的普及，深刻改变了传统水产品运销格局，线上线下渠道融合成为新趋势。本文旨在探究消费者个人特征及渠道感知对河蟹购买渠道选择偏好的影响。研究以“推–拉–锚定”(PPM)模型为理论框架，通过设计并回收消费者问卷数据，运用Stata软件进行信度效度检验、VIF检验和多元线性回归分析，验证了各因素对消费者渠道选择偏好的作用。实证结果显示，受教育程度、年河蟹消费量以及线上渠道的拉力因素感知和线下渠道的推力因素感知对消费者线上购买偏好均有显著影响。

Abstract: The proliferation of the internet, especially the mobile internet, has profoundly reshaped the traditional marketing and distribution patterns of aquatic products, making the integration of online and offline channels a new trend. This paper aims to explore the impact of consumer personal characteristics and channel perceptions on their channel choice preferences for purchasing river crabs. Using the “Push-Pull-Mooring” (PPM) model as the theoretical framework, this study collected data through consumer questionnaires and employed Stata software for reliability and validity tests, VIF tests, and multiple linear regression analysis to verify the effects of various factors on consumer channel choice preferences. The empirical results show that the level of education, annual consumption of river crabs, perceptions of pull factors in online channels, and perceptions of push factors in offline channels all have a significant impact on consumers' preference for online purchasing.