Consumer’s Purchase Channel Choice Behavior Of Fresh Meat Food And It’s Influencing Factors

Currently,the purchase channels of fresh agricultural products are developing rapidly,diversified purchasing channels enrich consumers’ channel selection behavior on the one hand,and optimize the sales model of agricultural products on the other hand.Whether the circulation channels of agricultural and livestock products are smooth and efficient,What are the factors affecting the optimization of circulation channels,What efforts can the government make in optimizing the circulation channels of agricultural and livestock products,These are the contents involved in deepening the reform of agricultural supply side structure in the No.1 central document.Therefore,It is of theoretical and practical significance to study the development status and influencing factors of the circulation channels of livestock products.Based on the above considerations,this thesis starts from the micro perspective of consumers,study consumers’ purchasing channel choice behavior of fresh meat food and its influencing factors,so as to analyze the current problems of fresh meat food in the circulation channels in Inner Mongolia,give policy suggestions according to the impact factors.This thesis combs the relevant literature of domestic and foreign scholars on consumer purchasing behavior,channel selection influencing factors,channel reality research methods,lay a foundation for this study.Then,according to consumer behavior theory,consumer purchase decision-making process theory,information asymmetry theory,construct the theoretical model of influencing factors of consumers’ purchasing channel choice behavior of fresh meat food.Next,according to the four types of pre impact factors:consumer personal factors,product objective factors,channel utility factors,and expenditure negative utility,to design the questionnaire,construct multiple logistic regression model based on sample data for empirical analysis,study the differential impact of various factors on channel selection results,mprobit regression and sub sample regression analysis were used to test the robustness of the model.The main conclusions of the thesis are as follows:(1)Freshness is a significant factor affecting consumers’ purchasing channel choice behavior;(2)The quality and safety of fresh meat products significantly affect consumers’ purchasing channel selection behavior;(3)The service level of fresh meat food purchasing channels affects consumers’ purchasing behavior;(4)The direct sales model of farmers has a certain market space;(5)Factors such as perceived ease of use and product richness have an impact on the willingness to choose online purchasing channels.Based on the above conclusion,the article proposes five suggestions for promoting the circulation of fresh agricultural products:(1)optimize infrastructure construction to ensure freshness of raw and fresh meat;(2)Strengthen the safety supervision of agricultural products and improve the quality and safety level of fresh meat food;(3)Optimize retail terminal marketing strategy and improve consumer experience;(4)Increase support and cultivate the production and operation ability of farmers;(5)Promoting the integration and development of aquaculture and the Internet.