Analysis Of Influencing Factors Of Consumers’ Seafood Purchasing Behavior In Dalian

With the continuous improvement of living standards,people’s demand for food has gradually diversified,and seafood has been favored by more consumers because of its rich nutritional value and fresh and delicious taste.Since the 13 th Five-Year Plan in 2016,a series of related policies to promote the development and marketing of fisheries have been intensively introduced,and driven by the internal development of balanced development of economy,environmental resources and demand,China ’s imports of seafood will also follow domestic consumption in the next few years.Demand has increased year by year,so seafood consumption has become a hot spot for continuous research at home and abroad.Dalian is located at the border of the Bohai Sea and the Yellow Sea.It has rich fishery products and developed fisheries.It is an important aquatic product production base in China and a transit port for China’s seafood trade.This article takes seafood consumption as a research object,takes offline field visits and online questionnaires to conduct surveys on seafood consumers in Dalian,and aims to understand the factors that affect the purchasing behavior of seafood,and to the local government,seafood Dealers put forward effective and feasible policy recommendations to promote the healthy and orderly development of the seafood market in Dalian.Based on relevant research and theoretical analysis at home and abroad,this article uses statistical analysis methods to systematically analyze the seafood purchasing behavior from the consumer’s personal characteristics,product characteristics and external factors.First,through descriptive statistical analysis,it is found that consumers in Dalian have a higher health awareness and mainly prefer to buy shrimp seafood.The purchasing power is at the upper middle level.The consumption of seafood tends to be rational,but consumers in Dalian recognize seafood The level of knowledge needs to be improved,and the consumer group with high frequency of seafood purchases is still a minority,and the satisfaction of consumers with seafood purchases needs to be improved.The second is to determine the significant relationship between related variables and purchase frequency through cross-analysis,and find the consumer’s age,monthly household income,health awareness,purchase place satisfaction,seafood freshness,nutritional value,price,word of mouth,easy to cook It has a significant relationship with sales information acquisition channels and purchase frequency.The third is to build a multiple logisitic regression model based on the chi-square test results,and select variables that have a significant relationship with the purchase frequency to perform regression analysis on the factors that affect consumers ’seafood purchase behavior,and draw the following conclusions: age,monthly household income,Consumer health awareness,purchase site satisfaction,freshness,nutritional value,price,and sales information acquisition channels have a significant influence on the purchase frequency.Among them,the price of seafood has a negative and significant influence on the purchase frequency.The higher,the lower the frequencyof consumers buying seafood;the other seven variables have a positive and significant effect on the frequency of purchases.Finally,based on the problems and analysis results found in this study,the following policy recommendations are put forward: first,to increase publicity and improve consumers’ health awareness;second,to optimize the management mechanism of seafood consumption venues,and increase consumer satisfaction The third is to strengthen the certification and supervision of seafood related departments to increase consumer trust in seafood;the fourth is to reduce the cost of seafood production and improve technological productivity;the fifth is to expand the distribution channels of seafood sales information and pay attention to the surrounding groups It is recommended to increase the frequency of consumers ’seafood purchases,and to promote the adjustment of seafood distributors’ marketing strategies and the healthy development of the seafood market.