城乡居民羊肉相对消费量影响因素的实证分析——基于山东省695位消费者的调查问卷

Analysis of Influencing Factors of Relative Consumption of Mutton of Urban and Rural Residents:Based on the Questionnaire of 695 Consumers in Shandong Province

基于山东省17地市的695份调查问卷资料,运用多元有序Logit模型分析了城乡居民羊肉相对消费量的影响因素。研究结果表明,文化程度、家庭年人均纯收入、质量安全满意度和购买方便性满意度对城乡居民羊肉相对消费量有显著正影响,价格感知有较显著的负影响;城市居民羊肉相对消费量最高,乡镇居民次之,农村居民最低。为进一步引导和提高羊肉消费量,促进肉羊产业进一步发展,应提高城乡居民文化素质和收入水平、降低羊肉产品价格、改善羊肉质量安全状况、增强羊肉购买方便性。

Based on 695 questionnaires of 17 cities in Shandong province, it utilizes Logit model to analyze the influence factors of relative consumption of mutton of urban and rural residents. The results show that culture level, annual net income, the satisfaction of the quality of mutton product and purchase convenience have a positive influence on the consumption proportion; the higher the price consumers think, the lower the relative consumption; urban residents＇ consumption is higher than the villages＇ and towns＇. To further guide and improve the mutton consumption, measures should be taken to improve the cultural quality, improve urban and rural residents income level, reduce the mutton price level, improve the quality of mutton and to enhance the purchase convenience.