哈尔滨市自热食品消费者线上购买及电商影响因素研究——基于多项Logistic回归法分析

Study on Online Purchase of Self-Heating Food by Consumers in Harbin City and E-Commerce Influencing Factors—An Analysis Based on Multinomial Logistic Regression

摘要: 经济提升、快节奏生活及电商驱动下，自热食品行业快速发展，2023年线上销售额占比超62%，但面临品类营销适配难、需求匹配错位等挑战。本研究以哈尔滨市各区县居民为对象，通过线上配额抽样与线下补充收集数据，获取有效问卷972份，构建多项Logistic回归模型分析消费者特征对自热食品购买偏好的影响。结果显示，模型拟合良好，年龄、职业、生活状态、收入均显著影响购买类型：自热火锅为首选品类，40岁以上群体偏自热米饭，自由职业者对自热面类偏好最高，3000~5000元收入群体对自热粥类接受度较高。研究结论可为自热食品企业电商精准运营及平台品类布局提供支撑。

Abstract: Driven by economic growth, fast-paced lifestyles, and e-commerce, the self-heating food industry has developed rapidly, with online sales accounting for over 62% of total sales in 2023—yet it faces challenges such as difficulties in category marketing adaptation and supply-demand mismatches. This study targeted residents in all districts and counties of Harbin, collected data via online quota sampling combined with offline supplementary surveys, and obtained 972 valid questionnaires. A multinomial Logistic regression model was constructed to analyze the impact of consumer characteristics on purchase preferences for self-heating food. The results showed the model had a good fit: age, occupation, living status, and income all significantly influenced purchase types. Self-heating hot pot was the preferred category; people over 40 preferred self-heating rice, freelancers had the strongest preference for self-heating noodles, and the group with an income of 3000~5000 yuan had relatively high acceptance of self-heating porridge. The study’s conclusions can provide support for the precise e-commerce operations of self-heating food enterprises and the category layout of platforms.