健身食品行业中种草平台对购物决策的影响

采用多阶段抽样在全国范围内选取8个城市对健身食品、种草内容与平台进行调查，利用灰色关联度模型、回归模型对综合调查结果进行分析。研究结果表明：健身食品的主要受众是身处新一线城市的18～26岁的学生人群；求实和求同的心理驱使下受众群体更看重种草内容的真实性并喜欢购买“明星同款”；以社交和内容为主的种草平台更受人群青睐；受众群体对健身食品的保质期满意度较高。

Impact of Recommending Applications on Shopping Decisions in the Fitness Food Industry

Multi-stage sampling is used to select the comprehensive survey on fitness food, recommending content and applications of eight cities nationwide, and the results are analyzed by using gray correlation model, regression model and so on. The results of the study show that the main audience of fitness food is the 18-26-year-old student population who are in the new first-tier cities. And driven by the psychology of seeking truth and sameness, the audience emphasizes the authenticity of recommending content and prefers to buy “Star Style”. The social and content-based applications are more popular among the audience. The audience is more satisfied with the quality guarantee period of fitness food.