米面类产品支付意愿:影响因素与南北差异——基于全国27个省调查数据

Willingness to Pay for Rice Noodle Products:Influencing Factors and Differences between North and South——Based on the survey data of 27 provinces in China

米面类产品在中国居民饮食中占据重要地位。本文基于2016年全国27个省的调查问卷数据,采用有序结果Logit模型分别分析了南方地区和北方地区消费者米面产品的支付意愿以及影响因素。结果发现:收入越高者和城市消费者,越愿意追求价格更高的米面类产品;购买地和是否有包装影响消费者的支付意愿,南方地区消费者会通过增加购买频率来追求相对价格上的优惠;消费者对质量和品牌认知度越高,越愿意购买高价米面类产品,北方地区消费者显著表现为不会为了追求产品的外观而付出高价。最后,结合以上分析,从企业的产品布局、品牌和质量建设以及抑制产品过度加工的角度提出了相应的发展建议。

Rice noodles products play an important role in the diet of Chinese residents.Based on the questionnaire data of 27 provinces and municipalities directly under the central government in 2016,the payment intention and influencing factors of consumers’rice noodle products in the southern and northern regions were analyzed by the ordered result Logit model.The results are as follows:the higher the consumer’income,the urban consumers,the more willing to pursue the higher price of the rice products;the buying land and the packaging will affect the consumer’willingness to pay,the consumers in the South will increase the purchase frequency to pursue the relative price preference;the higher the consumer’awareness of the quality and brand,the more willing it is.In order to buy high priced rice flour products,consumers in the north area show that they will not pay high price for the appearance of the product.Finally,based on the above analysis,relevant development proposals are put forward from the perspective of product layout,brand and quality building,and product transition.