摘要
在居民消费习惯逐渐转变与相关利好政策的双重驱动下,预制菜行业迎来了快速发展期。本文通过Python爬虫技术挖掘网络评论制定调查问卷,结合长沙地区的广泛抽样调查,构建了基于结构方程模型的消费者预制菜购买意愿影响因素模型,同时分析出多个对消费者预制菜购买意愿产生显著影响的关键因素。基于此,本文从生产技术革新、提升购买渠道便利性以及品牌建设多个维度,为预制菜行业的长远健康发展提供了一系列的策略建议,以供参考。
Under the dual drive of the gradual change of residents’consumption habits and relevant favorable policies,the pre-made dish industry has ushered in a period of rapid development.In this study,Python crawler technology is used to mine online comments and formulate questionnaires.Through extensive sampling surveys in Changsha,a structural equation model on influencing factors of consumers’intention to purchase pre-made dishes is constructed,and several key factors that significantly affect consumers’purchase intention are analyzed.Based on the research findings,this study provides a series of strategic suggestions for the long-term and healthy development of the industry from multiple dimensions such as production technology innovation,improving the convenience of purchase channels and brand building.
作者
杜松霖
李梅芳
杨芳
周嘉仪
Du Songlin;Li Meifang;Yang Fang;Zhou Jiayi(Changsha University,Changsha,Hunan,430100)
出处
《中国商论》
2024年第17期74-78,共5页
China Journal of Commerce
基金
省级大学生创新创业训练计划项目“乡村振兴背景下预制菜的需求现状及数字化营销路径研究”(S202311077024)
国家级大学生创新创业训练计划项目“基于区块链技术的生鲜农产品冷链供应链韧性研究”(202311077007)
湖南省教育厅科学研究课题“生鲜农产品供应链质量协同控制及运行机制研究”(21A0547)。
关键词
结构方程模型
消费者
购买意愿
预制菜
消费经济
structural equation model
consumer
purchase intention
pre-made dishes
consumer economy
