FACTORS INFLUENCING CONSUMERS' ONLINE SHOPPING WILLINGNESS IN CHINA'S PREFABRICATED DISHES INDUSTRY: ANALYSIS OF DIFFERENCES AND CORRELATIONS
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In recent years, the superposition of multiple factors, such as the home economy and fast-paced life as well as the maturity of the industrial chain, has opened up the rapid development of China's consumption of prefabricated dishes. However, while the rapid development of the prefabricated dishes industry, many problems have gradually appeared.which makes the factors of consumers' willingness to purchase prefabricated dishess online have also changed.
In this study, in addition to the independent samples t-test for gender, one-way ANOVA analysis of variance was conducted across age, occupation, monthly income, and whether or not they had experience, which showed that there were significant differences in effort expectations, e-commerce platform quality, product quality, logistics service quality, brand image, consumer innovativeness, online purchase intention, and online purchase behaviour across age, monthly income, and whether or not they had experience.
This study also used SPSS 22.0 to analyse the correlation, The results show that effort expectation, social influence, performance expectation, e-commerce platform quality, product quality, logistics service quality, and brand image and consumers' online purchase of pre-prepared Effort expectation, social influence, performance expectation, e-commerce platform quality, product quality, logistics service quality, brand image and consumers‘ willingness to purchase prefabricated dishess online showed a positive correlation, consumer innovativeness and consumers’ willingness to purchase prefabricated dishess online showed a negative correlation, and willingness to purchase online showed a positive correlation with consumers' online purchasing behaviour. This study can provide empirical support for China's prefabricated dishes industry market, thus providing a theoretical basis for the formulation of related policies and marketing strategies by prefabricated dishes producers, e-commerce platforms, and the government.
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