“同线同标同质”如何影响消费者内销食品选择?  

How “Same Line, Same Standard and Same Quality” Affect Consumer Choice of Foods for Domestic Sale?

作　　者：朱战国[1] 白林 张彤 ZHU Zhanguo;BAI Lin;ZHANG Tong

机构地区：[1]南京农业大学经济管理学院,江苏南京210095

出　　处：《华中农业大学学报（社会科学版）》2023年第1期133-144,共12页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：教育部人文社会科学研究青年基金项目“基于多维质量的短链食品消费者偏好研究”(16YJC790157);江苏省高校优势学科建设工程资助项目(PAPD)。

摘　　要：“同线同标同质”(三同)工程作为加快构建“双循环”新发展格局的重要举措,对出口食品企业利用国际、国内两种资源,统筹国际、国内两个市场具有重要作用。基于903份全国消费者调查数据,以火腿猪肉罐头为例,运用选择实验法,分析了消费者对三同食品相关属性的偏好及支付意愿。研究结果显示,三同食品各属性对消费者效用的相对重要性依次为:产品标准、第三方认证、标签类型、价格、生产过程声明、三同信息服务平台;除特定国家产品标准与由行业主导的三同信息服务平台外,平均而言,消费者对三同产品的其他属性均具有正向的支付意愿;但正向支付意愿的背后隐藏着对不同属性具有异质性偏好的三类群体,即标准偏好型、认证偏好型和生产过程偏好型。因此,建议积极参与“三同”工程开拓内销食品消费市场、基于市场偏好优化三同产品标准体系、优化三同食品质量信息的传递方式。“Same Line, Same Standard and Same Quality”(Santong) program is an important measure to accelerate the construction of a new “Dual Circulation” development pattern and plays an important role in utilizing both international and domestic resources to coordinate international and domestic markets. Based on the survey data collected from 903 consumers in China, taking canned pork ham as an example, this paper conducts a choice experiment to estimate Chinese consumer preferences and their willingness to pay for certain attributes of Santong food products. Results show that the rank order of attributes of Santong food products in terms of their importance is as follows: product standard, third-party certification, label type, price, production process claim and Santong information platform. Apart from specific national product standard and Santong information platform dominated by certain industry organization, consumers’ willingness to pay for the other attributes is generally positive. However, behind the positive willingness, three consumer groups with heterogeneous preferences are identified, which can be referred to as “standard preference”, “certification preference” and “production process preference”.Based on our conclusions, it is recommended to use Santong program to expand domestic market, optimize the standard system of “Santong” based on market preferences and be innovative in delivering the quality information of “Santong” foods.

关 键 词：同线同标同质 消费偏好 支付意愿 选择实验 

分 类 号：F323.7[经济管理—产业经济]