基于选择实验法的乳制品品质属性偏好与支付意愿研究——以内蒙古酸奶消费者为例

Study on Consumers'Preference and Willingness to Pay for Dairy Product Quality Attributes Based on the Choice Experiment Method--Taking Inner Mongolia Yogurt Consumers as an Example

探究乳制品品质属性及其消费偏好与支付意愿对提高消费者购买、辅助生产者决策具有重要意义。本文基于选择实验法,以内蒙古乳制品消费者为对象,运用混合logit模型对酸奶食用品质、营养品质、感官品质、质量安全、价格属性偏好和支付意愿进行研究。结果表明,消费者普遍关注酸奶品质,偏好程度依次为食用品质、质量安全、营养品质和感官品质;消费者年龄、收入、家庭规模对酸奶食用品质有显著影响,而受教育程度对酸奶质量安全有显著影响;消费者对酸奶品质属性水平具有较高正向支付意愿。企业要提高产品丰富度和市场敏感度,动态把握消费者需求,实施差异化营销;政府要提高消费者信任度,严格把控质量安全。

It is of great significance to deeply explore the quality attributes of dairy product and their consumption preference and willingness to pay,improve consumers'purchases and assist producers'decision-making.This paper,based on the choice experiment method,used the mixed logit model to explore the preference and willingness to pay of consumers in Inner Mongolia for edible quality,nutritional quality,sensory quality,quality safety and price attributes of yogurt.The results showed that consumers pay attention to the quality of yogurt with their preference for edible quality,quality safety,nutritional quality and sensory quality;Consumers’age,income and family size have a significant influence on the edible quality of yogurt,while education level has a significant impact on the safetey and quality of yogurt.Consumers have a high positive willingness to pay for the quality of yogurt.It proposed that enterprises should improve the diversity of products and market sensitivity,dynamically grasp consumer demand and implement differentiated marketing.The government should enhance consumer trust and strictly control quality and safety.