Research on the Willingness and Influencing Factors of Urban Residents to Purchase Traceable Dairy Products in the Context of Online Live Streaming
Online live streaming has become an integral part of the lives of today's urban dwellers.The study of the willingness to purchase traceable dairy products during live broadcasting will help dairy enterprises to scien-tifically formulate marketing strategies for webcasting.Based on 392 questionnaire survey data of urban residents in China,the paper uses a binary logistic model to explore the willingness of urban residents to purchase traceable dairy products on live streaming and its influencing factors.The study found that Chinese urban residents have a vague overall understanding of traceable dairy products.Older or unmarried urban residents are more willing to webcast the purchase of traceable dairy products.The higher the degree of understanding of traceable dairy prod-ucts,the higher the willingness to purchase them.The arrival cycle perception factor and the food safety percep-tion factor have a significant positive impact on the purchase intention,that is,the shorter the time required for delivery and logistics,the more guaranteed the safety of dairy products and food,the stronger the purchase inten-tion of urban residents.In view of this,enterprises should realize precise marketing,improve consumer perception,improve logistics service and guarantee quality and safety.
online live streamingtraceable dairy productspurchase willingness
万方数据
维普
