CAJ | 학술논문

通过问卷调查，了解湛江市消费者对水产品消费习惯和水产品电子商务的认知情况及消费意愿。结果表明：消费者对水产品的购买偏向性较低；普遍认为水产品的价格偏高；对水产品购买的种类及场所等同样具有明显的偏向性；对水产品的配送时间及新鲜度等质量要求较高；同时，消费者对水产品电子商务的认知程度较低，但水产品电子商务具有巨大的市场空间和发展潜力。基于水产品电子商务目前存在的问题，通过加大对水产品电子商务的宣传与推广，改变消费习惯，搭建良好的电商平台和完善冷链物流保障等策略，将能快速推动水产品电子商务的发展，带动水产业的进一步发展。
통과문권조사，료해담강시소비자대수산품소비습관화수산품전자상무적인지정황급소비의원。결과표명：소비자대수산품적구매편향성교저；보편인위수산품적개격편고；대수산품구매적충류급장소등동양구유명현적편향성；대수산품적배송시간급신선도등질량요구교고；동시，소비자대수산품전자상무적인지정도교저，단수산품전자상무구유거대적시장공간화발전잠력。기우수산품전자상무목전존재적문제，통과가대대수산품전자상무적선전여추엄，개변소비습관，탑건량호적전상평태화완선랭련물류보장등책략，장능쾌속추동수산품전자상무적발전，대동수산업적진일보발전。
Aquatic product industry should develop its electronic commerce as the electronic commerce has been becoming a new predominated and effective marketing right now. Study on consumers’ cognition of the aquatic product electronic commerce by the questionnaire investigation in the city of Chinese sea food (Zhanjiang City) in order to know the current cognition and consumption of the aquatic product electronic commerce. The results indicated that consumers showed low consumption desire to aquatic products; Price of aquatic products was still a little higher; categories and market places of aquatic products were obviously selective; Requirements on delivery time and quality of aquatic products were relatively high. Consumers had low awareness of electronic commerce of aquatic product, but there was a great potentiality in aquatic product electronic commerce. Based on the current issues of the aquatic product electronic commerce, the development of electronic commerce of aquatic products can be quickly promoted by the following strategies:the intensify propaganda and diversified sales, the change of consumption habit, the construction of convenient electronic commerce platforms and the perfect cold chain logistics supports.