城镇消费者对小米杂粮属性的认知及支付意愿研究——基于355个样本的选择实验  

Research on Consumers' Perception for Attributes of Millet and Willingness To Pay in Urban City: Based on the Choice Experiment of 355 Samples

作　　者：沙敏[1,2] 武拉平[1] 

机构地区：[1]中国农业大学经济管理学院,北京100083 [2]山西农业大学经济管理学院,山西太谷030801

出　　处：《科技与经济》2016年第5期40-44,共5页Science & Technology and Economy

基　　金：中央高校基本科研业务费项目--"城镇化对我国粮食需求的影响"(项目编号:2012QT025;项目负责人:武拉平)成果之一

摘　　要：基于山东省济南市和山西省太原市355个消费者样本,以小米杂粮为例,设置"有机"认证、食品营养标签、知名品牌和原产地标识四大属性进行选择实验,并借助随机参数Logit模型(RPL)和潜在类别模型(LC)研究消费者对小米杂粮各种属性的偏好及支付意愿。研究结果显示,消费者对"有机"认证、营养标签和知名品牌均有显著支付意愿,其中消费者对小米营养标签的平均支付意愿最高,而在分层消费者中,多数消费者对"有机"认证的溢价最高。在此基础上讨论了以小米为代表的杂粮产业如何利用有价值的市场信息促进产销协调发展。With 355 consumers in Shandong and Shanxi Province as sample,choice experiment is conducted on four attributes of millet： organic certification,food nutrition label,famous brand and appellation of origin,and the random parameter Logit model（ Logit） and Latent class model（ LC） are used to analyze consumers＇ preferences upon various attributes of millet and willingness to pay. The result shows that consumers＇ willingness to pay（ WTP） for the attributes of organic certification,nutrition label and famous brand is significant,and consumers＇ WTP for nutrition label of millet is the highest; however,Consumers＇ WTP for organic certification is much higher than that for other attributes in LC model. Based on these conclusions,it puts forward how side crops industry represented by millet promotes harmonious development between production and marketing by using valuable market information.

关 键 词：小米杂粮 消费偏好 选择实验 支付意愿 RPL模型 

分 类 号：F713.55[经济管理—市场营销]