北京市城镇居民品牌鸡蛋购买意愿分析及展望
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摘要
支付意愿研究一直是国外经济学研究领域的热点问题,已有研究一般通过调查分析消费者的购买意愿或购买行为,了解居民的消费需求,从而为指导产业调整升级提供参考。在此背景下,尝试通过分析消费者的购买决策过程,重点研究消费者农产品购买意愿与其互补品的关系。通过对调研数据的统计分析,探讨了消费者对品牌鸡蛋的认知水平、支付意愿及购买行为等特征;分析了主观因素在鸡蛋互补品捆绑促销中对品牌鸡蛋购买行为的影响。最后,展望了未来中国鸡蛋产业发展趋势。
Researches on willingness to pay has always been a hot topic in the field of economics in foreign countries. Existing literatures generally investigated and analyzed consumers' purchase intention or purchase behavior to understand residents' consumption demand, to provide reference for guiding industrial adjustment and upgrading. In this context, the author attempted to study the relationship between consumers' intention to purchase agricultural products and their complementary products by analyzing consumers' purchasing decision-making process. Based on the statistical analysis of survey data, this paper discussed the characteristics of consumers' cognition level, willingness to pay and purchase behavior of brand eggs, and analyzed the influence of subjective factors on the purchase behavior of brand eggs in the bundled promotion of egg complementary products. Finally, the future trend of China's egg industry was forecasted.
Researches on willingness to pay has always been a hot topic in the field of economics in foreign countries. Existing literatures generally investigated and analyzed consumers' purchase intention or purchase behavior to understand residents' consumption demand, to provide reference for guiding industrial adjustment and upgrading. In this context, the author attempted to study the relationship between consumers' intention to purchase agricultural products and their complementary products by analyzing consumers' purchasing decision-making process. Based on the statistical analysis of survey data, this paper discussed the characteristics of consumers' cognition level, willingness to pay and purchase behavior of brand eggs, and analyzed the influence of subjective factors on the purchase behavior of brand eggs in the bundled promotion of egg complementary products. Finally, the future trend of China's egg industry was forecasted.
引文
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[4]王志刚,李腾飞,黄圣男.消费者对食品安全的认知程度及其消费信心恢复研究---以“问题奶粉”事件为例[J].消费经济,2013(04):42-47.
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[10]余建斌.消费者对不同认证农产品的支付意愿及其影响因素实证分析---基于广州市消费者的调查[J].消费经济,2012(06):90-94.
[11]郭金沅,林家宝.社会化商务环境下有机食品消费者重复购买决策分析[J].农业展望,2018(11):111-115.
[12]杨钰莹,王明利.基于区域知识差异的大城市居民肉类消费分析---以北京市为例[J].农业展望,2018(11):116-121.
[13]周应恒,吴丽芬.城市消费者对低碳农产品的支付意愿研究---以低碳猪肉为例[J].农业技术经济,2012(08):4-12.
[14]袁艳云,何忠伟,刘芳.北京市城乡居民乳制品消费分析[J]农业展望,2019(3):73-79.
[15]王一舟,王瑞梅,修文彦.消费者对蔬菜可追溯标签的认知及支付意愿研究---以北京市为例[J].中国农业大学学报,2013(03):215-222.
[2]曾寅初,夏薇,黄波.消费者对绿色食品的购买与认知水平及其影响因素---基于北京市消费者调查的分析[J].消费经济,2007(1):38-42.
[3]罗丞,邰秀军,郑庆昌.消费者对安全食品购买倾向的实证研究---来自厦门市的调查发现[J].西安交通大学报(社会科学版),2009(6):20-24.
[4]王志刚,李腾飞,黄圣男.消费者对食品安全的认知程度及其消费信心恢复研究---以“问题奶粉”事件为例[J].消费经济,2013(04):42-47.
[5]王兰,李华.北京市品牌鸡蛋消费分析[J].农业展望,2016(12):93-98.
[6]王静怡,陈珏颖,刘合光.中国鸡蛋消费现状和影响因素分析[J].农业展望,2015(1):75-80.
[7]郭乾元.湖北省中小城市居民食用菌消费心理与消费行为研究[D].武汉:华中农业大学,2013.
[8]劳可夫,吴佳.基于Ajzen计划行为理论的绿色消费行为的影响机制[J].财经科学,2013(02):14-20.
[9]陈黎琴,张捷景.大学生对低碳消费的认知和低碳消费行为的实证研究[J].资产与产业,2014(01):104-109.
[10]余建斌.消费者对不同认证农产品的支付意愿及其影响因素实证分析---基于广州市消费者的调查[J].消费经济,2012(06):90-94.
[11]郭金沅,林家宝.社会化商务环境下有机食品消费者重复购买决策分析[J].农业展望,2018(11):111-115.
[12]杨钰莹,王明利.基于区域知识差异的大城市居民肉类消费分析---以北京市为例[J].农业展望,2018(11):116-121.
[13]周应恒,吴丽芬.城市消费者对低碳农产品的支付意愿研究---以低碳猪肉为例[J].农业技术经济,2012(08):4-12.
[14]袁艳云,何忠伟,刘芳.北京市城乡居民乳制品消费分析[J]农业展望,2019(3):73-79.
[15]王一舟,王瑞梅,修文彦.消费者对蔬菜可追溯标签的认知及支付意愿研究---以北京市为例[J].中国农业大学学报,2013(03):215-222.