消费者对品牌鸡蛋的溢价支付意愿研究

Urban Residents Behavior of Paying Price Premium for Brand Egg Analysis

消费者对品牌鸡蛋的溢价支付意愿和支付水平,是品牌鸡蛋建设过程中不可回避的基础性问题。本文基于对北京市686户城镇居民家庭品牌鸡蛋的调查数据,运用二元Logistic模型分析影响消费者对品牌鸡蛋质量安全属性溢价支付意愿的因素。研究发现:94.17%的消费者愿意为品牌鸡蛋的质量安全属性支付额外价格,仅有19.24%、36.44%消费者分别愿意为品牌鸡蛋的环境价值属性和文化价值属性溢价支付;且大多数消费者愿意承担的溢价支付水平在10%以内。研究结论表明,政府可以进行适度引导、补贴,支持行业发展,促进社会福利最大化;品牌鸡蛋相关企业应把握市场需求,拓展品牌内涵。

consumers＇ behavior of paying price premium for brand egg is a foundamental question for brand egg industry, based on 686 Beijing urban residents families data of buying brand egg, binary logistic model used to analyze affecting factors of consumers＇ WTP for brand egg safety. It is found that 94.17% consumers are willing to pay premium price for brand egg＇s safety,only 19.24%、36.44% consumers are willing to pay premium price for its environmental-protecting and brand culture respectively. Moreover,most consumers can afford less than 10% price premium. As a result, government can guide market and make some allowance to make great welfare, and related enterprises should meet consumers＇ demand,expand brand connotation.