Consumers’ Attitudes toward Online Food Purchases in China: Segmentation Analysis of Online Food Market

Food purchase channels in urban China are diversifying. We examine post-pandemic consumer attitudes in the online food market and identify the following: first, consumers’ attitudes are categorized using an index that combines online and offline purchase attitudes; and second, the promising segment is highly aware of prices on the offline market and the freshness on the online market, whereas the potential segment cares about checking the actual foods at the offline market and online reputation. These results suggest that the online market can further expand through the development of channels that allow consumers to gain both online and offline benefits.中国城市地区的食品采购渠道正日趋多元化。本研究针对后疫情时代线上食品市场的消费者态度展开调研，并得出以下结论：其一，研究采用融合线上与线下采购态度的综合指标对消费者态度进行分类；其二，潜力可观的目标客群对线下市场的价格具备较高敏感度，同时重视线上市场的食品新鲜度；而潜在客群则关注线下门店的实物查验以及线上口碑。上述研究结果表明，通过构建可让消费者同时享受到线上与线下双重优势的采购渠道，线上食品市场可实现进一步拓展。