研究影响大麻购买地点的零售商属性:离散选择实验。

IF 4.1 Q1 PHARMACOLOGY & PHARMACY
Jennifer R Donnan, Molly Downey, Karissa Johnston, Maisam Najafizada, Lisa D Bishop
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引用次数: 0

摘要

背景:随着大麻在加拿大合法化,消费者有了许多购买选择。为了保护公众健康和安全,持证零售商在销售、广告、地点、最大数量和信息共享方面受到《大麻法》和省级法规的限制。这些政策对消费者购买行为的影响程度将有助于为完善监管提供信息:方法:在横截面在线调查中进行离散选择实验,探讨消费者在决定去哪里购买大麻时如何权衡利弊。属性包括是否有销售/折扣、距离远近、产品信息、客户服务、产品种类和省级监管。通过在线市场研究调查小组招募了居住在加拿大且在过去 12 个月内购买过大麻的年龄≥ 19 岁的参与者。基础模型采用多叉对数(MNL)模型,评估偏好分组时采用潜类分析法。主要限制因素包括排序效应、假设偏差和框架效应:基础模型显示,客户服务在购买决策中的权重最大,其次是距离近、是否有销售和折扣。偏好模式存在相当大的异质性,五组潜类模型的拟合度最高。只有一组人(占样本的 15%)非常重视商店是否受省级监管,而有三组人愿意在监管与否之间做出权衡,以获得更好的客户服务、产品信息或更近的距离。有一个群体(占样本的 24%)更倾向于选择不受监管的商店;该群体的主要选择因素也是销售和折扣。三组人(占样本的 60.5%)更喜欢网上商店:这项研究突出表明,在消费者体验对大麻购买行为的影响方面存在着显著的多样性。修改大麻零售法规,重点是改善产品信息的获取途径以及审查销售和折扣限制,可能会对顾客转向持证零售商产生最大影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Examining attributes of retailers that influence where cannabis is purchased: a discrete choice experiment.

Background: With the legalization of cannabis in Canada, consumers are presented with numerous purchase options. Licensed retailers are limited by the Cannabis Act and provincial regulations with respect to offering sales, advertising, location, maximum quantities, and information sharing in an effort to protect public health and safety. The degree these policies influence consumer purchase behavior will help inform regulatory refinement.

Methods: A discrete choice experiment within a cross-sectional online survey was used to explore trade-offs consumers make when deciding where to purchase cannabis. Attributes included availability of sales/discounts, proximity, product information, customer service, product variety, and provincial regulation. Participants ≥ 19 years old who lived in Canada and purchased cannabis in the previous 12 months were recruited through an online market research survey panel. A multinomial logit (MNL) model was used for the base model, and latent class analysis was used to assess preference sub-groups. Key limitations included ordering effect, hypothetical bias, and framing effect.

Results: The survey was completed by 1626 people, and the base model showed that customer service carried the most weight in purchase decisions, followed by proximity and availability of sales and discounts. There was considerable heterogeneity in preference patterns, with a five-group latent class model demonstrating best fit. Only one group (15% of sample) placed a high value on the store being provincially regulated, while three groups were willing to make a trade-off with regulation to access better customer service, product information, or closer proximity. One group preferred non-regulated sources (24% of sample); this group was also primarily driven by the availability of sales and discounts. Three groups (60.5% of sample) preferred online stores.

Conclusion: This study highlighted that there exists significant diversity with respect to the influence of consumer experiences on cannabis purchase behaviors. Modifications to cannabis retail regulations that focus on improving access to product information as well as reviewing limitations on sales and discounts could have the most impact for shifting customers to licensed retailers.

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CiteScore
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