消费者自述偏好与现实选择比较研究——以有机牛奶为例

发布时间：2018-06-15 20:37

本文选题：有机牛奶 + 自述偏好　；参考：《统计与信息论坛》2015年01期

【摘要】：基于山东省586个消费者样本数据,以有机牛奶为例,对消费者自述偏好与现实选择行为之间的偏差进行了比较研究,并借助有序Logistics模型研究了相应影响因素。结果表明,在对有机牛奶有自述偏好的被调查者中,自述偏好与现实选择间偏差总体较大。受教育程度、年龄、家庭收入、家中是否有18岁以下的孩子等个体特征以及价格评价、购买便利性、食品安全意识、健康意识与环境意识等因素显著影响自述偏好与现实选择间偏差。供应商应采取相应营销策略,促使消费者自述偏好向现实选择转化,有效开发市场潜在需求。
[Abstract]:Based on 586 sample data of consumers in Shandong Province, the deviation between consumers' self-reporting preference and realistic choice behavior was compared with organic milk as an example, and the corresponding influencing factors were studied with the help of ordered Logistics model. The results showed that the deviation between the self-reporting preference and the realistic choice was relatively large among the respondents who had a self-reporting preference for organic milk. Education level, age, family income, whether there are children under 18 years of age in the family and other individual characteristics, as well as price evaluation, purchase convenience, food safety awareness, Factors such as health awareness and environmental awareness significantly affected the deviation between self-reporting preference and realistic choice. The supplier should adopt the corresponding marketing strategy to promote the consumer's self-reporting preference to the realistic choice, and to develop the potential demand of the market effectively.
【作者单位】：曲阜师范大学山东新农村建设研究中心;浙江大学管理学院;
【基金】：教育部人文社会科学研究项目《中国公众食品包装安全风险认知、行为特征与政府规制研究》(11YJCZH013) 国家自然科学基金项目《消费者多源信任融合模型及政策应用研究》(71203122) 国家社会科学基金重大项目《食品安全风险社会共治研究》(14ZDA069)
【分类号】：F426.82;F713.55;F224

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