基于品牌支付溢价的熟食品消费者购买行为研究——以水禽熟食产品为例  

Purchasing behavior of cooked food consumers based on brand payment premium——Taking waterfowl cooked food products as an example

作　　者：胡天娇 刘灵芝 HU Tianjiao;LIU Lingzhi(College of Economics&Management,Huazhong Agricultural University/Hubei Rural Development Research Center,Wuhan 430070,China)

机构地区：[1]华中农业大学经济管理学院/湖北农村发展研究中心,武汉430070

出　　处：《上海农业学报》2020年第3期107-113,共7页Acta Agriculturae Shanghai

基　　金：国家现代农业产业技术体系专项资金资助项目(CARS-42-28)

摘　　要：为了探究消费者对深加工农产品的购买意愿以及对农产品品牌的消费认同,以水禽熟食产品为例,通过调查收集了武汉市居民消费者购买水禽熟食产品的消费频率及偏好等数据,并且运用二元分类Logistic模型和多元有序Logit回归模型,进一步分析得出了能够影响消费者购买频率和品牌产品支付溢价的具体因素。研究发现:消费者的个人特征、家庭特征、消费者对熟食产品口感的要求、对熟食产品价格的重视程度以及对熟食产品品牌的重视程度等因素均能够对消费者的购买行为产生影响,并且大多数消费者愿意为品牌熟食产品支付一定程度的溢价,从而进一步验证了农产品品牌建设的必要性。In order to explore consumers’willingness to purchase deep processing of agricultural products as well as consumer recognition of agricultural products brands,taking waterfowl cooked food products as an example,we collected data on consumption frequency and preference of resident consumers in purchasing waterfowl cooked food products,and further analyzed the specific factors affecting consumer purchase frequency and brand product premium by using binary classification Logistic model and multivariate order Logit regression model.The results showed that consumer’s personal characteristics,family characteristics,consumer demand for cooked food products,the emphasis on the price of cooked food products,as well as the emphasis on the cooked food brand and other factors had an impact on consumer buying behavior,and most consumers were willing to pay a premium for branded cooked food products,which further verified the necessity of agricultural product brand building.

关 键 词：消费者行为 品牌农产品 支付溢价 水禽熟食 影响因素 

分 类 号：F274[经济管理—企业管理] F323.7[经济管理—国民经济]