A Study on the Factors Affecting Chinese Seafood Consumers' Preference to Online & Offline Channels

In this study, we tried to analyze purchasing determinants in online and offline seafood distribution channels in China and explore what could be preferred and moved forward in online and offline seafood distribution channels from the perspective of consumers. The survey was conducted from September 20th to October 6th, 2023, targeting consumers in Shanghai, China, aged between their 20s-60s. In the measurement variable, we tried to find out which factor variables have a greater influence on the preference of distribution channels when consumers purchase seafood.Factor product attributes, price, customer service, logistics service, purchase risk, time cost, influence of others, and purchase environment are set as independent variables, and as dependent variables, purchase channel intention represents the preference of the purchase channel when consumers purchase seafood, and was measured by explanatory variables such as mart preference, street vendor preference, market preference, online preference, and Hermashen Sheng preference. According to the analysis results, product attributes, prices, purchase risks, purchase environments, time costs, logistics services, and other people's influences affect consumers' choice of seafood distribution channels.