Study On College Students’ Intention To Buy Food Online And Its Influencing Factors

As the old saying goes,"Food is the heaven for the people,food is the first","People,the root of the country,it is good to cherish their food and love their lives." All of these emphasize the importance of food in our daily life.Food safety not only involves the protection of our basic rights and our health and happiness,but also further affects the stability and prosperity of the country.Over the years,the rapid popularization and application of personal computers and the Internet in China,the number of consumers who regard the Internet as an important shopping place is also increasing.The popularity of online shopping has caused tremendous changes in people’s consumption concepts and behavior.With the step-by-step development of the information age,online shopping mode is also changing.Traditional shopping behavior has not yet been thoroughly studied,and new shopping methods began to emerge.Therefore,the study of online shopping has become particularly important.Among them,food has gradually become a very important component of online shopping products.In the increasing number of online food purchasing groups,college students are the main force of this group.Their online shopping behavior actually reflects the mainstream trend of the food online shopping market to a large extent.Their consumption habits during school also affect the future consumption situation after entering the society to a certain extent.Based on the above background,this paper studies the purchase intention of college students to buy food online.Risk perception theory in the field of marketing,such as technology,product development,service industry,public relations and so on.But in recent years,the experts’ attention has gradually shifted to food safety.It is also at this time that they pay more attention to the harmful effects that food may bring to the body,and the research on food safety risk perception has gradually begun to increase.In this paper,risk cognitive theory and psychometric paradigm theory are used.On the basis of risk possibility,risk controllability,risk fearfulness,risk visibility and risk severity,a new variable-optimistic bias is added,and then a structural model of Collegeof the influencing factors of College Students’ purchase intention of online food,this paper explores which factors will affect college students’ purchase intention of Online food.And put forward relevant countermeasures and suggestions.The main conclusions of this paper are as follows:(1)Using SPSS software to analyze the relevant data,the results of the questionnaire data show that there is a significant distinction between the topics of each part of the questionnaire;the consistency of the survey results is high,that is,the reliability of the questionnaire is high;using SPSS software to analyze the principal component factor of the questionnaire,the factors analyzed are generally consistent with the dimensions of theoretical construction.It has good validity.(2)The results of correlation analysis among standardized variables show that there is a significant positive correlation between College Students’ intention to buy food online and the likelihood of risk,the controllability of risk,the horror of risk,the visibility of risk,the seriousness of risk consequences and the optimistic bias.At the same time,the structural equation is established for fitting analysis,the fitting degree is good,the data and the model are in good agreement,and the paths of each part pass the test.(3)Statistical analysis of demographic characteristics shows that under the background of the increasingly developed network,gender,specialty,monthly living expenses and residence of college students in the consumer group will not have a significant difference in the risk perception of food safety online shopping.There are significant differences in the controllability of risk among grades.Freshmen and postgraduates are more worried about the controllability of food safety risk.