城镇居民鸡蛋品牌转换行为及其影响因素分析——以北京市为例

Analysis of the egg brand transformation of urban resident and its influencing factors——A case study in Beijing

笔者利用2016年5-6月份北京市城镇居民家庭农产品消费调研数据,以消费品牌鸡蛋的家庭为样本,运用二元Logit回归法对城镇居民鸡蛋品牌转换行为及其影响因素进行分析和研究。结果表明：影响消费者转换鸡蛋品牌的主要因素有消费者对食品安全、品牌鸡蛋属性的认知及消费者的鸡蛋消费习惯等,而除了年龄外消费者自身及家庭的特征并不能显著影响品牌转换的概率;注重食品安全以及追求高质量产品的消费者对鸡蛋品牌的转换概率较低,而对品牌鸡蛋满意度较低以及对价格比较敏感的消费者往往更偏好于转换鸡蛋品牌;此外,品牌鸡蛋的购买频率以及品牌鸡蛋消费占鸡蛋消费比例对品牌转换决策没有显著的影响。

Based on the survey data of the urban household agricultural products consumption in Beijing from May to June in 2016,the author uses the Logit regression method to analyze and study the influencing factors of the urban residents＇ egg brand transformation by the method of Logit regression. Results showed that the main reason for brand eggs transformation are consumers＇ perception of food safety and brand egg attributes and consumers＇ egg consumption habits and other factors. Also,except for the age,the characteristics of consumer themselves and their families did not significantly influence the probability of brand transformation. Consumers＇ who pay attention to food safety and pursue high quality products had lower conversion probability to egg brands,while consumers with lower satisfaction on brand eggs and more sensitive to prices tended to prefer to convert egg brands. In addition,the purchase frequency of brand eggs and brand egg consumption accounts for the proportion of overall egg consumption had no significant impact on brand transformation.