北京市城镇居民品牌鸡蛋购买意愿分析及展望

Analysis and Prospect on the Willingness to Pay for Brand Eggs for Beijing Urban Residents

支付意愿研究一直是国外经济学研究领域的热点问题,已有研究一般通过调查分析消费者的购买意愿或购买行为,了解居民的消费需求,从而为指导产业调整升级提供参考。在此背景下,尝试通过分析消费者的购买决策过程,重点研究消费者农产品购买意愿与其互补品的关系。通过对调研数据的统计分析,探讨了消费者对品牌鸡蛋的认知水平、支付意愿及购买行为等特征;分析了主观因素在鸡蛋互补品捆绑促销中对品牌鸡蛋购买行为的影响。最后,展望了未来中国鸡蛋产业发展趋势。

Researches on willingness to pay has always been a hot topic in the field of economics in foreign countries. Existing literatures generally investigated and analyzed consumers' purchase intention or purchase behavior to understand residents' consumption demand, to provide reference for guiding industrial adjustment and upgrading. In this context, the author attempted to study the relationship between consumers' intention to purchase agricultural products and their complementary products by analyzing consumers' purchasing decision-making process. Based on the statistical analysis of survey data, this paper discussed the characteristics of consumers' cognition level, willingness to pay and purchase behavior of brand eggs, and analyzed the influence of subjective factors on the purchase behavior of brand eggs in the bundled promotion of egg complementary products. Finally, the future trend of China's egg industry was forecasted.