基于DCE的即热预制菜宫保鸡丁消费意愿研究  

Study on Consumption Intention of Ready-to-Heat Prepared Dish Kung Pao Chicken Based on DCE

作　　者：徐悦 陈煜萱 曾习[1] XU Yue;CHEN Yuxuan;ZENG Xi(College of Food Science and Technology,Wuhan Business University,Wuhan 430056,China)

机构地区：[1]武汉商学院食品科技学院,湖北武汉430056

出　　处：《现代食品》2025年第5期223-228,共6页Modern Food

基　　金：国家级大学生创新创业训练项目“一类轻食复合调味酱的研发和应用”(202211654011)。

摘　　要：随着宅经济的兴起、生活节奏的加快以及食品产业工业化的成熟,预制菜产业正逐步从商家端(B端)转向消费端(C端)。在此背景下,探究C端消费者对预制菜的需求对于市场扩张至关重要。本研究基于324名消费者的调查数据,运用有序多分类Logistic回归模型和条件Logit模型的离散选择实验(Discrete Choice Experiment,DCE),分析了消费者对即热预制菜宫保鸡丁的消费意愿(Willingness to Pay,WTP)及其影响因素。研究发现,消费者对即热预制菜有较高的关注度和接受度。在个人属性中,关注程度、知情权和受教育程度对消费行为有显著影响。产品属性方面,即热预制菜的还原度、盐含量、是否含防腐剂以及品牌知名度对消费意愿有显著影响。消费者愿意为具有高还原度、低盐含量、无防腐剂和知名品牌的产品支付额外溢价,溢价金额分别为11.39元、7.68元、7.48元和7.67元。With the rise of the stay-at-home economy,the acceleration of the pace of life and the maturity of the industrialization of the food industry,the prepared dishes industry is gradually shifting from the merchant end(B-end)to the consumer end(C-end).In this context,it is crucial to explore the demand of C-end consumers for prepared dishes for market expansion.Based on the survey data of 324 consumers,this study used the discrete choice experiment(DCE)of the ordered multi-categorical logistic regression model and the conditional logit model to analyze consumers’willingness to pay(WTP)and its influencing factors.The study found that consumers have a high level of interest and acceptance of ready-to-heat prepared dishes.Among the individual attributes,the degree of attention,the right to know and the level of education have a significant impact on consumer behavior.In terms of product attributes,the degree of reduction,salt content,preservatives and brand awareness of ready-to-heat prepared dishes have a significant impact on consumption intention.Consumers are willing to pay an additional premium of 11.39 yuan,7.68 yuan,7.48 yuan and 7.67 yuan for products with high reduction,low salt content,no preservatives and well-known brands,respectively.

关 键 词：预制菜 消费意愿 离散选择实验 条件Logit模型 

分 类 号：F713.55[经济管理—市场营销]