山东省城镇居民品牌鸡蛋消费行为及其影响因素研究  

Study on influencing factors of branded egg consumption behavior of urban residents in Shandong Province

作　　者：杜新科 张庆威 郝兴华 李博达 刘兆胜 孙汝江[1] DU Xinke;ZHANG Qingwei;HAO Xinghua;LI Boda;LIU Zhaosheng;SUN Rujiang(Yantai Research Institute,China Agricultural University,Yantai 264670,China;Shandong Sci-health Biotechnology Co.,Ltd.,Yantai 265500,China)

机构地区：[1]中国农业大学烟台研究院,山东烟台264670 [2]山东深海生物科技股份有限公司,山东烟台265500

出　　处：《黑龙江畜牧兽医》2021年第20期24-28,152,共6页Heilongjiang Animal Science And veterinary Medicine

基　　金：山东半岛国家自主创新示范区发展建设资金项目(ZCQ16104);烟台市科技计划项目(2020XCZX041);中国农业大学烟台研究院校内基金项目(YT201907);中国农业大学烟台研究院本科生URP项目(U20193050)。

摘　　要：随着人们对食物品质和安全关注的不断增加,鸡蛋品牌化已成为大趋势,山东省作为鸡蛋生产和消费大省,品牌鸡蛋市场前景广阔。本研究基于山东省城镇居民品牌鸡蛋消费行为的调研数据分析山东省城镇居民对品牌鸡蛋的整体认知情况及支付意愿,采用Python中sklearn工具构建决策树并结合描述性统计方法对山东省城镇居民品牌鸡蛋消费行为的影响因素进行分析。结果表明:山东省城镇居民对品牌鸡蛋的整体认知水平较低,对品牌鸡蛋的支付意愿不高;家庭成员最高学历水平、家庭中是否有人从事食品安全相关的工作、家庭月总收入、家中是否含有特殊人口对山东省城镇居民品牌鸡蛋消费行为的影响较大;产品质量好是居民购买品牌鸡蛋和忠于某品牌鸡蛋最主要的原因;网络信息和亲朋好友是城镇居民了解品牌鸡蛋的最主要的途径,产品口碑比广告宣传对城镇居民购买品牌鸡蛋的影响更大。鉴于此,笔者提出重视对品牌鸡蛋产品的宣传,加强推广力度;加强产品质量把关,把握市场需求;强化产品质量监管力度,促进品牌鸡蛋企业健康发展的对策建议,以期扩大品牌鸡蛋市场,促进品牌鸡蛋行业健康、可持续发展。With the increasing concern for food quality and safety, eggs branding has become a major trend.Shandong Province, a major egg production and consumption province, has a promising market for branded eggs. This paper is based on the research data of the consumption behavior of branded eggs of urban residents in Shandong Province to analyze the overall awareness and willingness to pay of branded eggs by urban residents in Shandong Province. Using the decision tree constructed by the sklearn tool in Python, combined with descriptive statistical methods, the influencing factors of the consumption behavior of branded eggs of urban residents in Shandong Province were analyzed. The results show that the overall level of awareness of branded eggs among urban residents and the willingness to pay for branded eggs was low;the highest education level of family members, whether anyone in the family is engaged in food safety-related work, the total monthly household income, and whether there are special populations in the family had greater influence on the consumption behavior of branded eggs of urban residents in Shandong Province;good product quality was the main reason for residents to buy branded eggs and to be loyal to a certain brand of eggs;network information and relatives and friends were the most important ways for urban residents to learn about branded eggs, product word-of-mouth affected urban residents’ purchase of branded eggs more than advertising. Therefore, the author proposes to strengthen the promotion of branded egg products;emphasize product quality control and grasp market demand;strengthen product quality supervision, and promote the healthy development of branded egg companies, with a view to expanding the branded egg market and promoting the healthy and sustainable development of the branded egg industry.

关 键 词：品牌鸡蛋 消费行为 影响因素 山东省 决策树 

分 类 号：F323.7[经济管理—产业经济] F304.3