Study On The Factors Affecting The Consumption Willingness Of Online Dairy Products In Hebei

With the rapid development of Internet e-commerce,not only the sales of fresh fruits catch a free ride,but also the online sales of dairy products gradually become a trend.The transaction scale of Chinese dairy products market keeps expanding,which fully highlights the rapid development of online sales mode of dairy products.In recent years,the production of dairy products in Hebei province ranks first in the country,and many dairy enterprises have developed online consumer market channels.Therefore,based on willingness to consume and purchase behavior theory research,through to the residents in hebei province online dairy consumption behavior and consumer willingness to investigation and analysis,it is concluded that the influence factors of online dairy consumption willingness,analysis the characteristics of these factors,thus to provide dairy products enterprise in Hebei province the countermeasures of how to promote online dairy products sales.This not only enriches the relevant domestic theoretical research,but also facilitates the transformation of Hebei dairy products in the direction of e-commerce,so as to effectively promote the development of agricultural products market.This paper mainly uses the literature research method,the questionnaire survey method and the regression model analysis method.First of all,the literature research method: by reading a large number of domestic and foreign research literature,to determine the online shopping consumers as the main body,to study the main content of the online dairy products consumption willing factors.Secondly,the questionnaire survey method: conducted an online dairy consumption willingness survey for 330 residents in Hebei Province,and recovered 306 valid questionnaires.The effective rate of the questionnaire was about 92.73%,and described the factors affecting the willingness of dairy products on the sample line.Sexual analysis.Finally,the regression model analysis method: regression analysis of the influencing factors of online shopping dairy product consumption willingness through binary logistic regression model.The research content of this paper is based on the theory of consumer demand and the theory of purchasing behavior.It analyzes the current consumption situation of online dairy products in Hebei Province,followed by the descriptive analysis of the survey data of online dairy products consumption in Hebei Province.And the logistic regression model based on survey data,and finally the countermeasures for how dairy companies promote online dairy sales.The conclusions show that the residents of Hebei Province have a simple willingness to consume dairy products online,but the influencing factors are more complicated.In terms of personal factors of consumers,there is a clear difference in the age,education,occupation,monthly disposable income and purchase method of various consumers.Factors that influence the willingness to consume dairy products online include consumer online shopping awareness,product factors,dairy website platform factors,and consumer perceived and perceived risk factors.Among them,the individual factors of consumers,the online shopping experience factors in consumer online shopping cognition,the product factors,the system quality of the dairy website platform itself and the consumer perceived value factors have a significant impact on the online shopping dairy product willingness to consume.In response to this result,it is proposed that dairy enterprises in Hebei Province should grasp the consumer groups,formulate precise marketing strategies,ensure the quality of dairy products,enhance the consumer perceived value experience,and improve the quality of the website system,which has promoted the sales of online dairy products.Countermeasures.The innovation of this paper is that it is different from the previous research on offline dairy products consumption.From the perspective of online dairy products consumption,it studies the influencing factors of its consumption intention,so as to put forward Suggestions on how to promote online dairy products consumption intention.