居民多维认知、特征与马铃薯主食产品市场潜力

THE MULTIDIMENSIONAL COGNITIONS OF RESIDENTS,THE CHARACTERISTICS OF FAMILIES AND HOUSEHOID,AND THE MARKET POTENTIAL OF POTATO AS STAPLE FOOD

[目的]对马铃薯主食产品市场潜力的分析是推进马铃薯主粮化成功与否的关键。[方法]在马铃薯主粮化目标下,基于产品开发构建居民视域下马铃薯主食产品市场潜力的发生机制,并以居民的感性认知、理性认知、经济认知与家庭特征为重要支撑,采用二元Logistic模型对其进行实证检验。[结果]研究表明,居民的马铃薯主食产品品尝体验效果、马铃薯馕价格支付意愿、家庭收入与消费能力对其市场潜力的形成产生正向显著影响,居民的马铃薯营养认知、年龄、健康禀赋与马铃薯食用方式也对激发马铃薯主食产品市场潜力的有不同程度的影响。异质性检验表明,城市居民相较于农村居民更容易接受马铃薯主食产品,对马铃薯主食产品市场潜力形成的贡献较大。[结论]加强关于马铃薯营养认知的宣传及推进马铃薯主食产品的多元化研发,以形成居民对马铃薯主食产品的认可度,进而提高马铃薯主食产品的市场潜力。

Analysis of the market potential of potato is the key to promote the potato to become a staple food.Under the goal of making potato as a staple food,based on product development,this research constructed a mechanism of market potential of potato staple food.Perceptual cognition,rational cognition,economic cognition and household characteristics are taken as an important supports,and a binary logistic mode was used for empirical tests.The empirical tests showed that residents′taste of potato staple products,the willingness to pay for potato nan,household income and consumption capacity had a positive impact on the formation of market potential of potato.The nutrition awareness,age,health endowment and potato consumption patterns of residents also had a certain influences on formation of the market potential of potato staple products.The heterogeneity test showed that urban residents contributed more to the market potential of potato staple food products than rural residents,and they were more likely to accept potato staple food products.Therefore,it is necessary to strengthen the publicity of potato nutrition awareness and promote the diversified research and development of potato staple food products,so as to form residents′recognition of potato staple products and to improve the market potential of potato staple products.