基于联合分析法的消费者对品牌和质量认证商品的偏好研究

Study on Consumers' Preference for Brand and Quality Certification Goods Based on Conjoint Analysis

品牌、认证标识是重要的质量信号,也是消除质量信息不对称的重要手段。关于消费者对品牌、认证的偏好性问题,部分学者进行了研究,但得出的结论并不一致。究其原因,一是未对商品进行分类,二是采用问卷调查的方式获取消费者的信息。商品可以分为奢侈品、日用品、食品三类,通过消费者行为实验的方法获取消费者关于品牌、认证的偏好数据,并用联合分析法得出:对于奢侈品,消费者偏好品牌;对于日用品,消费者偏好品牌;对于食品,消费者偏好认证。

Brand and certification label are important quality signals and means to eliminate the information asymmetry of quality. Some scholars have studied the preference of consumers for brand and certification with inconsistent conclusions. The reasons for it include not classifying products and the use of a questionnaire to obtain consumers＇ information. This paper divides goods into luxury goods, commodity and food, and tests consumers＇ preference for brands and certification through consumer behavior experiments. The results of the conjoint analysis of the data are： consumers are in favor of brands for luxury goods, brands for commodity, certification for food.