| With the increase in the income of Chinese residents,food consumption has changed from subsistence to nutritious and healthy,the proportion of aquatic products in the dietary structure is increasing day by day,and the domestic demand for imported aquatic products is also increasing day by day.Since the outbreak of the new crown pneumonia,imported cold chain food has tested positive for the new crown virus,and the number of imported aquatic products has dropped significantly.At the same time,restricted by factors such as the decline of fishery resources,the deterioration of the water ecological environment,and the shortage of water and land resources,the domestic aquatic product supply structure is difficult to meet the needs of consumption upgrades.The reason for the sharp drop in the number of imported aquatic products is that on the one hand,on the supply side,China Customs has strengthened monitoring to block imports and ensure the safety of the domestic aquatic product market;Perceived risks,thereby reducing their willingness to spend.At present,the research on consumers’ willingness to purchase has been very rich,but under the severe impact of the new crown pneumonia epidemic on imported cold chain food,the research on the consumption willingness of imported aquatic products has not yet been found.From the perspective of research methods,the existing research mainly uses regression analysis,structural equation model,experimental research method and other measurement methods to empirically analyze the influencing factors of purchase intention,and more to test the marginal net effect of a single factor,while ignoring the combined effect of multiple factors result.In the context of the COVID-19 epidemic,the willingness to purchase imported aquatic products is the result of a combination of factors.It is difficult to effectively explain this causal complexity problem by exploring the net effect of a single factor through traditional regression analysis.The qualitative comparative analysis method of fuzzy sets can explain the problem of the combined effect of multiple factors affecting the purchase intention of imported aquatic products.From the perspective of consumers,this paper uses a qualitative comparative analysis of fuzzy sets to study the influence path of consumers on the purchase intention of imported aquatic products,and discusses the formation mechanism of enhancing consumer confidence and stimulating the market recovery of imported aquatic products.It is of great significance to reduce the constraints of domestic fishery resources and meet the diversified needs of consumers.On the basis of combing domestic and foreign aquatic product consumption decision-making literature,the research refers to rational behavior theory and consumer behavior decision-making theory,and constructs a theoretical framework of consumers’ willingness to purchase imported aquatic products based on the framework of perceived benefit-perceived risk.Based on 779 valid consumer sample data collected from 5 cities including Wuhan,Beijing,Dalian,Qingdao and Shanghai,the study conducted a descriptive statistical analysis on the demographic characteristics of the respondents and the consumption of imported aquatic products to understand what consumers are currently importing.The purchase intention of aquatic products;using fuzzy sets to qualitatively compare and analyze the five antecedent conditions that affect consumers’ purchase intention: perceived benefit,perceived risk,knowledge,trust and overall attitude,and explore the path mechanism that affects the purchase intention.The individual characteristics of consumers are divided into perceived risk-dominant,government-dependent and brand-loyal.The analysis of different types of consumers focuses on factors,and it is found that in terms of the controllability and practicability of conditional factors,reducing consumers’ perceived risk is more likely to increase consumption consumers’ willingness to purchase imported aquatic products.Combining the theoretical basis of perceived risk,introducing risk attitudes,screening out the influencing factors of consumers’ perceived risk,putting forward research hypotheses,and using seemingly uncorrelated regression analysis to analyze its significance.According to the data processing and analysis,the following conclusions are drawn.(1)Consumers’ willingness to purchase imported aquatic products has the characteristics of “multiple concurrency” and “same destination from different paths”.The study found that there are three paths to promote strong willingness to consume:The first is low-perceived risk orientation,a positive overall attitude and a strong willingness to spend.The combination of knowledge and trust,that is,the perceived risk-oriented type.Item 2 is a combination of perceived benefit orientation,high trust,and positive overall attitude,that is,government-dependent.Item 3 is a combination of perceived benefit orientation,with a positive overall attitude and perceived risk,but without extensive knowledge,that is,brand loyalty.(2)There are three paths in the driving mechanism of weak willingness to consume,and there is an incomplete symmetric relationship with strong willingness to consume.(3)The comparison among the configurations found that the overall attitude is the core condition in all the configurations,indicating that it is the key factor of consumers’ decision-making behavior.In the context of maximizing perceived benefits,there are two paths to form a strong willingness to consume,which can be substituted for each other under certain conditions.(4)Perceived risk is significantly affected by "periodic factors".The higher the degree of consumer participation,the higher the perceived risk,and the factors of knowledge,trust and personal characteristics have a significant negative impact on consumers’ perceived risk.Based on the research conclusions,this paper puts forward targeted management suggestions from the perspectives of the government,aquatic product importing enterprises and consumers. |
PDF Full Text Request