基于聚类分析对猪肉线上供应链及消费趋势研究
Research on Online Pork Supply Chain and Consumption Trends Based on Cluster Analysis

近几年，网络购买猪肉逐渐走向大众视野。本文以消费者网购猪肉为例，结合计划行为理论，借助SERVQVAL服务质量模型和LSQ模型，综合考虑相关因素建立测量量表，借助SPSS对问卷调查的有效数据进行聚类分析。针对本次调查的数据，本文首先对调查者情况进行描述性统计分析，了解消费者购买情况和网购猪肉的消费者的购买习惯。再运用聚类分析的方法，分析消费者特征，得出不同的消费者类型，将消费者划分为高品质追求群体、主力消费群体和潜在消费群体，形成相应的细分市场，并刻画网购猪肉消费者用户画像，最后为三种不同类型的消费者提出针对性的建议，以期实现探求猪肉线上消费趋势，挖掘消费者需求，助力完善生鲜冷链物流的目的。
In recent years, online pork purchasing has gradually entered the public spotlight. This paper takes consumers’ online pork purchases as a case study, integrating the Theory of Planned Behavior, and employs the SERVQUAL service quality model and the LSQ model to establish a comprehensive measurement scale considering relevant factors. Using SPSS, the valid data from the questionnaire survey are subjected to cluster analysis. For the data collected in this survey, the paper first conducts descriptive statistical analysis of the respondents’ profiles to understand consumers’ purchasing behaviors and habits regarding online pork purchases. Subsequently, the method of cluster analysis is applied to analyze consumer characteristics, resulting in the identification of distinct consumer types: the high-quality pursuit group, the main consumer group, and the potential consumer group, thereby forming corresponding market segments. The paper also delineates the user profiles of online pork consumers. Finally, targeted recommendations are proposed for the three different types of consumers, with the aim of exploring online pork consumption trends, uncovering consumer demands, and contributing to the improvement of the fresh cold chain logistics system.