Research on Consumer Choice Behavior of Online Food Purchase

Abstract：In order to further understand consumers' online food choice behavior，and the main reasons for the low penetration rate and insufficient user stickiness of online food market，using 1790 online questionnaires data，correlation analysis，cross analysis and other statistical methods，the author studies the choice behavior of online food consumers. The results show that the differences of personality characteristics of consumers will lead to different attitudes towards online food purchase， and then affect consumers' choice behavior of online food purchase. Good online shopping environment，cheap food and high quality online shopping service are the main factors to promote consumers to choose online food. Concern about the safety of online shopping food，the difficulty of being accustomed to traditional shopping methods and online shopping rights protection are the main factors that restrain consumers from choosing online food. Especially，if the difficulties of online shopping rights protection are not solved，the negative attitudes of consumers towards online food shopping may be magnified. We should strengthen the multi- subject collaborative supervision of online food shopping to eliminate doubts and insecure attitudes of consumers，establish a consumer- centered quality and safety supply chain management system for online food purchases， promote the close integration of online markets and offline physical stores，improve the online food rights protection system，and open the channels of rights protection.

Key words：online food；consumer choice behavior；fresh e-commerce；food safety and quality；the system of right protection