Research On The Influencing Factors Of Residents Seafood Consumption At Hangzhou City

As the change of residents in our country diet, seafood consumption in the consumption of the whole agricultural products began to occupy a certain proportion, for our country’s food supply and the consumer has a certain influence. Especially in consumer demand for seafood seems to have a growing trend, which makes our country’s seafood consumption market consistent attention by industry and academic circle both at home and abroad, has become a new research hotspot. So this article chose the seafood consumption as the research object, on the basis of field investigation, combined with the related theory analysis, theory with practice, the selection of Hangzhou citizens as a sample, to study the various factors affecting the seafood consumption, can be more intuitive understanding of the specific situation in today’s seafood consumption market in China.The text of this article mainly divides into six chapters, as follows:The first chapter is the introduction, the main points and five section, mainly elaborated this article research background, purpose and significance, research methods and research scheme, the paper technology roadmap and replacement of the innovation of this study.Chapter 2 for related literature review, the main points in four sections, the first three parts, respectively, introduced the domestic and foreign research of consumer behavior theory system, the consumer behavior influence mechanism research, and from the consumer level, product level, current level and the external level carding on the research achievements of scholars for aquatic products consumption influencing factors, the final in-depth analysis of literature, thus for the empirical study of this paper laid a theoretical foundation.The third chapter is the theoretical basis and model building, divided into four sections, this part on the literature review of the above research results, further combining with the consumer utility theory and the theory of consumer decision-making process, put forward the study of seafood consumption influence factors of model structure, and from the consumer level, product level, the subjective evaluation level and the external factor level four most of the proposed research hypotheses, assume that all variables for seafood consumption has a significant impact, and at the same time relevant variables for the assignment.The fourth chapter is the hangzhou area residents seafood consumption influencing factors of the empirical research part, is divided into four sections, according to the 400 valid questionnaires, for analysis and interpretation of the related problem. In the form of graphics and scale to investigate problems in descriptive analysis. Single factor analysis of variance for demographic variables, analysis of variance homogeneity test data before; For consumers subjective evaluation part of scale reliability and validity of inspection; The factors of product, consumers’ subjective evaluation factors and external factors in multivariate linear regression, finally finishing the results of the analysis, and test the hypothesis that before.The fifth chapter is conclusion and Suggestions, divided into two sections, first summarizes the research results: the consumer factors: age, family size, marital status, cultural level, has a significant influence on seafood to buy, and no significant gender, occupation and income is relatively; In the product factors: price and quality has a significant influence on seafood consumption, brand factors was not significant; In the consumers’ subjective evaluation factors: the degree of satisfaction has significant effects and the health consciousness, awareness effect was not significant; External factors: in the surrounding community has a significant influence on seafood consumption and marketing activities are not significant. In view of the findings, put forward the relevant countermeasures and Suggestions to promote the further development of seafood consumption market and prosperity.Sixth chapter is the research limitations and future prospects, points two, points out the shortcomings in the course of the research in the method and process, and to expand the sample sizes, questionnaire interviews the scientific nature of ascension, and the introduction of comparative study and other aspects for the future research are prospected.