论文部分内容阅读
基于北京市396位消费者的调研数据,在了解消费者对可追溯鸡蛋认知现状及购买意愿的基础上,利用二元Logistic模型对影响消费者支付意愿的因素进行了分析。结果表明:消费者对可追溯鸡蛋的购买意愿受到教育程度和收入水平的显著影响,受年龄、性别、家庭人口、鸡蛋消费量等因素影响效果不显著;消费者对鸡蛋质量安全的关注度以及对追溯体系的了解程度也会显著影响其支付意愿,但消费者对追溯鸡蛋质量安全的保障水平存在信心不足的现象。针对以上研究结果,从加强宣传推广、加强体系建设以及营销策略上提出了相关建议。
Based on the survey data of 396 consumers in Beijing, based on the consumers ’cognition status and purchase intention of traceable eggs, this paper analyzes the factors that influence consumers’ willingness to pay by using the binary Logistic model. The results showed that consumers ’willingness to buy traceable eggs was significantly affected by their educational attainment and income levels, but not by their age, sex, family size and egg consumption. Consumers’ concern about the quality and safety of eggs and The level of understanding of traceability systems will also significantly affect their willingness to pay, but there is a lack of confidence in consumers’ ability to trace the quality and safety of eggs. In view of the above research results, suggestions are put forward from strengthening publicity and promotion, strengthening system construction and marketing strategy.