消费者对安全煎炸油的认知程度及支付意愿影响因素的研究——基于重庆市的实地调研  

Study on Consumers' Cognition for Safe Frying Oil and Influencing Factors of Willingness to Pay for It——An Investigating Case in Chongqing City

作　　者：瞿晗屹[1] 郑策[1] 彭亚拉[1] 

机构地区：[1]中国人民大学农业与农村发展学院,北京100872

出　　处：《中国食物与营养》2013年第10期42-46,共5页Food and Nutrition in China

基　　金：国家自然科学基金项目"社会监管力量与企业行为反应交互作用机理理论与实证分析--以食品类企业为例"(项目编号:71173225)

摘　　要：以对重庆市消费者的实地调研获得的490份数据为依据,以反复煎炸油为研究对象,深入分析消费者对餐饮业煎炸油安全的认知程度,并通过二元Logistic模型分析了影响消费者对安全煎炸油支付意愿的因素。结果表明,"性别"、"对餐饮业食用油安全重视程度"以及"是否知道煎炸油"等是3个显著影响消费者支付意愿的因素。在490份问卷中,85.7%的被调查者愿意为煎炸油的安全支付溢价。以油条为例,消费者选择的1根油条的合理溢价为0.36元。Based on the 490 data from field investigation for Chongqing consumers, repeated frying oil as the research object, this article got in-depth analysis on consumers＇ cognition to the safe frying oil in the catering industry＇, and through the binary logistic model, this article analyzed the factors affecting eonsumers＇ willingness to pay for the safe frying oil . Results showed that gender, the importance of cooking oil in the food safety and whether you know frying oil or not were three significant factors that affecting consumer willingness to pay. In 490 questionnaires, 85.7% of respondents were willing to pay a premium for safety of frying oil. For example, consumers choose the reasonable premium of one fried dough stick was 0. 36 yuan.

关 键 词：反复煎炸油 安全煎炸油 消费者认知 支付意愿 影响因素 

分 类 号：R155.5[医药卫生—营养与食品卫生学]