新经济背景下速食产品的消费市场探究——基于消费者问卷的速食产品消费市场调查

Research on the Consumer Market of Fast-Food Products under the Background of New Economy—Consumer Market Survey of Fast-Food Products Based on Consumer Questionnaires

摘要: 生活节奏加快，宅经济、懒人经济、独身经济大势的新经济背景下，速食产品因为简单、快捷等特点逐渐获得了越来越多消费者尤其是年轻人的青睐。速食产品飞速发展，呈现多样化、网红化、产品赛道细分化等特点，但同时粗犷化的模式也埋下了隐患。该文基于消费者对速食产品看法的问卷调查，描述性分析了消费者对速食产品类别偏好、购买渠道、购买原因三方面情况，并通过交叉分析消费者年龄与速食产品口味与价格之间的关联，发现消费者多青睐于价格便宜的速食产品，口味上存在明显的年龄差异。最后，用结构方程模型探究速食产品消费者消费意愿的影响路径，品牌营销、价格、口味和健康这四个因素各自以不同的方式影响着消费者的购买决策。

Abstract: The pace of life is accelerating, under the new economic background of the house economy, the lazy economy and the single economy, and fast-food products have gradually gained the favor of more and more consumers, especially young people, because of their simple and fast characteristics. The rapid development of fast-food products, showing diversification, network red, product track differentiation and other characteristics, but at the same time, the rough mode also buried hidden dangers. Based on the questionnaire survey of consumers’ opinions on fast-food products, this paper makes a descriptive analysis of consumers’ preference for fast-food products, purchasing channels and purchasing reasons, and through cross-analysis of the correlation between consumers’ age and the taste and price of fast-food products, it is found that consumers prefer cheap fast-food products, and there are obvious age differences in taste. Finally, the structural equation model is used to explore the influence path of consumers’ willingness to consume fast-food products. The four factors of brand marketing, price, taste and health affect consumers’ purchasing decisions in different ways.