Analysis on the Influencing Factors of Fresh Retail Business Type Evolution from the Perspective of Consumers

XIANG Nan1，2 ，TIAN Yi-xing1 and CHEN Hong-hua1 （1.College of Economics & Management，China Agricultural University，Beijing 100083，China；2.College of Economics &

Management，Jilin Agricultural Science and Technology University，Jilin 132101，Jilin，China）

Abstract：With the continuous development of economy and Internet technology ，consumers gradually regard online purchase of fresh products as one of the important ways，and the business type of fresh retail in China is constantly changing. Based on the theoretical basis of the change of consumer transaction cost and the evolution of fresh retail business ，the authors use 1164 consumer survey data and adopt binary Logit econometric model to verify the selection behavior of offline physical stores and online fresh e- commerce. The results show that ：（1）the business type of offline physical store is still the main type for consumers to buy fresh products；（2）the transaction cost from consumers to business type is the influencing factor of the evolution of fresh retail business type in China；and（3）distribution service level and consumer income level can significantly affect the evolution of fresh retail business type in China. According to the above conclusions ，the following enlightenments can be drawn： （1）China's fresh retail will continue to be dominated by the coexistence pattern of business types in a long time in the future ：（2）

online purchase of fresh products has become a development trend ，the proportion of fresh e-commerce will continue to increase； （3）no matter what business type offline entities and online e-commerce enterprises innovate in ，they are in essence oriented by consumer demand，aiming to continuously improve the level of distribution services and reduce transaction costs for consumers.

Key words：fresh retail；the evolution of business type；consumer behavior；transaction costs