摘要
“技术边界线”是零售业态变迁的限制性因素。这蕴含着两个假设前提,又可引申出二个假设:价格、品种多样化和新鲜是生鲜食品消费者收入约束下效用最大化的购买选择依据;质量安全拐角解决定消费者购买行为,不存在拐角解时,消费者才采用综合评判标准来选择购买场所。因此,超市潜在的质量安全优势并未发挥出来;超市的便利和舒适的购物环境定位只是占权重较小的消费者评判指标。我们利用问卷调查资料证实了文中假设。
'Technology edge' is the dominant factor in the transition of retailing format. There are two premises and two further hypotheses. One hypothesis is that consumers with budget constraint will consider price, diversity and freshness as the main elements to obtain the optimum in purchasing fresh products. The other is that the corner solution, which ensures the fresh product safety, determines the buyers' behavior, and if there is no corner solution, buyers will consider comprehensive standards to choose the purchasing place. Though it is supposed to be safety predominance in supermarket, actually it hardly comes into buyers' view. It is also found that the comfortable and convenient purchasing environment in supermarket is only a minor factor for the consumer.
出处
《财贸经济》
CSSCI
北大核心
2005年第9期28-33,共6页
Finance & Trade Economics
关键词
生鲜食品
超市
限制性因素
零售业态
Fresh Products, Supermarket, Restrictive Factors, Retailing Format, Countermeasures
