乡村振兴背景下采摘型休闲农业消费者选择偏好研究——基于选择实验法的实证分析

Consumer Choice Preference of Picking Leisure Agriculture in the Context of Rural Revitalization:Evidence from a Choice Experiment

基于江苏省568个消费者样本,以草莓采摘为例,通过选择实验法采用Mixed Logit模型和潜类别模型,实证分析消费者对草莓园不同属性的偏好、各属性的相对重要性及支付意愿和偏好异质性来源等问题。结果表明:消费者对口碑好、有品牌的草莓园偏好较强,且更倾向于选择高架栽培和提供农家乐的草莓园;消费者对各属性偏好的支付意愿从大到小依次为口碑、品牌、高架栽培和农家乐;根据异质性来源可以将消费者划分为价格敏感型、农家乐偏好型、口碑导向型、舒适偏好型等4种类型。据此,建议草莓园经营者增加对草莓园口碑和品牌建设的关注,改进草莓园设施建设和采摘定价,明确草莓园市场定位,针对不同类型的消费者采取相应的市场经营策略。

Based on the sample of 568 consumers in Jiangsu province,taking strawberry picking as an example,the choice experiment method,the Mixed Logit model and the latent class model were used to empirically analyze consumers’preferences for different attributes of strawberry gardens,the relative importance and willingness to pay for each attribute,and the source of preference heterogeneity.The results show that consumers have a strong preference for strawberry gardens with good reputation and brands,and that they are more inclined to choose strawberry gardens with elevated cultivation and agritainment.Consumers’willingness to pay for each attribute in descending order is word of mouth,brand,elevated cultivation,and agritainment.According to the source of heterogeneity,consumers can be divided into four types such as price sensitive,agritainment preferred,word-of-mouth oriented,and comfort preferred.Therefore,it is suggested that strawberry garden operators should make efforts to enhance their reputation and brand construction,improve the facility and pricing,clarify the market positioning,and adopt corresponding market management strategies to different types of consumers.