Study On Consumer Preference Of Fresh Agricultural Products E-commerce

With the rapid development of information network and the promotion of a series of policies such as "Internet + agriculture" and Rural Revitalization,the e-commerce of fresh agricultural products have been booming,which market scale has exceeded two hundred billion in 2018.However,behind the prosperity fulling of difficulties.In 2016,the data show that only 1% of the fresh e-commerce profits;in addition,the trillion-grade fresh market,online channel retail accounts for less than 5%.Furthermore,the overall online penetration rate is far lower than the average penetration rate of the e-commerce industry.At present,in order to improve the online penetration of fresh agricultural products,to promote the healthy and rapid development of fresh electronic commerce industry,and to realize the win-win situation between fresh electronic commerce and consumers,this paper uses the joint analysis method to study consumer preferences,and puts forward suggestions for the development of fresh electronic commerce according to consumer preferences.The research process of this paper is mainly divided into three steps.Firstly,Firstly,this paper analyses the current situation of fresh e-commerce and consumers to clarify the current situation that fresh e-commerce has broad prospects for development and huge consumer potential,so as to point out the necessity of using consumer preferences as a bridge between the two.Then,105 consumers were pre-surveyed.Seven attributes with frequency higher than 50% were selected as the key attributes of fresh e-commerce from 13 attributes of fresh e-commerce that consumers concerned about when buying fresh products.Sixteen groups of different attributes were obtained by orthogonal design of the key attributes of fresh e-commerce.Finally,a formal survey was conducted.412 consumers scored 16 combinations with the Richter 7-point Attitude Scale to get the ranking of consumers' preferences for the attributes of fresh e-commerce,the differences of consumers' group preferences with different characteristics,the maximum utility combination of key attributes,the simulated market share of different combinations and the developable consumer segmentation market of fresh e-commerce.The main conclusions of this paper are as follows:(1)Fresh commodity price is the most important attribute for fresh e-commerce consumers,followed by logistics distribution.(2)According to demographic characteristics and buying habits,consumers are divided into different groups.Except for those under 18 years of age,other groups are most concerned about the price of fresh food.In terms of classification,men pay more attention to safety than women,while women pay more attention to logistics and distribution than men;consumers of different age groups,with the increase of age,the relative importance of fresh food prices declines;consumers who have not bought fresh agricultural products online pay more attention to the purchase platform than consumers who have purchased them.(3)For consumers,the most effective combination is: brand,lower price than offline,coupons,privacy security,rich fresh products,mobile platform app.The market simulation of fresh e-commerce combination cards shows that the highest market share of fresh e-commerce attribute combination is: brand,lower price than offline,coupons,privacy security,rich fresh products,mobile phone platform app.(4)Taking the utility value of consumer preferences for each attribute as the clustering basis,we get three consumer segmentation markets: balanced,logistics-determined and price-sensitive.