Research On Consumers' Intention To Purchase Aquatic Products Online From The Perspective Of Reference Effect

The rapid development of the Internet has provided a smoother channel for the sale of agricultural products,and also provided a wider platform for aquatic products e-commerce.While ensuring the quality and safety of aquatic product online sales,we should explore the factors that influence consumers' willingness to purchase aquatic products online.In order to clarify the factors that affect consumers' willingness to purchase online,provide targeted marketing strategies for aquatic product e-commerce enterprises,promote the expansion of aquatic product consumer markets,and increase the profits of aquatic product e-commerce enterprises.By combing domestic and foreign literature,it is found that the research done by scholars in this field mainly focuses on the development status of fresh products,the development mode of e-commerce for agricultural products,etc.,or makes a general discussion of several factors in a certain dimension.Some scholars take the e-commerce environment as the background to analyze the influencing factors of consumers' willingness to purchase aquatic products online from the perspective of reference effect.The article in this article is mainly divided into three parts.The first part is an introduction,which introduces the research background,goals,methods,innovations and deficiencies.Then,based on comprehensive research at home and abroad,the research results of domestic and foreign scholars on consumer behavior,online purchase willingness and influencing factors,reference effects and other fields are summarized.Then briefly review the literature.Finally,the concepts of online shopping behavior,fresh produce and other terms were defined.The second part introduces the general situation of aquatic product consumption and the development of fresh e-commerce in China.According to the compilation of network data,under the characteristics of consumers' consumption habits that are mainly networked,convenient and social,online purchase of fresh products such asaquatic products also becomes a great choice for consumers to shop.With the fresh and e-commerce market expanding continuously,aquatic product companies can use the fresh e-commerce channel.The third part includes questionnaire design and empirical analysis.Firstly,the basic construction of the theoretical framework and the preliminary design of the research hypotheses and survey scales were carried out.Then,offline and online questionnaires were issued to obtain 506 valid data.In empirical analysis,a descriptive statistical analysis was first performed on the basic characteristics of consumers,the recognition of aquatic products purchased online,attitudes,purchase choices,and consumer behavior,and the results showed that most consumers expressed trust in the network Buy aquatic products,and 60% of consumers have a purchase experience.Most interviewees think that it is more convenient to purchase aquatic products online,and the fast delivery time is the most attractive feature for them to purchase online.There are multiple e-commerce platforms to choose from when buying fresh food.The top three in the survey are Taobao,Hema,and Dingdong.It is worth noting that in recent years,with the rise of takeaway platforms and the strength of virtual communities such as We Chat,it has also become a channel for consumers to purchase fresh products online.In the survey of consumers' opinions on the reference information provided externally during online shopping,chat and give respondents such information as fresh produce origin information,brands,online reviews,etc.,a total of 79% Think that the reference information is important,and only 20% of consumers think it is not important.This also shows that online shopping has different characteristics from offline consumption.Consumers should consider multiple aspects of reference information before making online purchase decisions,and further The research perspective of this article is highlighted.Subsequently,the most extensive principal component analysis method was used for factor analysis,and the factor loading matrix was obtained by the maximum variance rotation method.Seven factors with eigenvalues greater than 1 were obtained.,Reference groups,business service quality.At the end of this chapter,an empirical analysis of the influencing factors of online purchase willingness of aquatic products is conducted through a logit model.The third part of the article is the conclusion and recommendations.Based on the previous analysis,the conclusions of this article are summarized: strengthen the promotion of aquatic products purchased online and establish the concept of onlineconsumption;the reference effect has a significant impact on the willingness to purchase aquatic products online;consumers have higher requirements for aquatic products purchased online;Product online purchase willingness is affected by factors such as gender,monthly family income,age,education,whether there are children in the family,and aquatic product recognition.At the end of the article,targeted suggestions are made from three levels of aquatic product e-commerce,government and aquatic product suppliers: When formulating marketing strategies,aquatic product e-commerce should use reference evaluation and reference group influence,and pay attention to the use of reference evaluation and reference.Group influence,increase market promotion,and increase consumer awareness;the government strengthens supervision and guidance of fresh e-commerce,improves the trace ability system to ensure the safety of online shopping and the quality of reference information;aquatic product suppliers should improve Aquatic product quality,cost reduction,etc.