使用混杂因子联合选择实验评估消费者对肋眼牛排特征的偏好

CHIN KHIAN YONG, KENT M. ESKRIDGE, CHRIS R. CALKINS, WENDY J. UMBERGER
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引用次数: 11

摘要

内布拉斯加州大学12个班级(6个动物科学班和6个统计学班)进行了一项混淆因子联合选择实验,以检验价格、原产国标签、大理石纹、嫩度保证、农场可追溯标签、班级纪律和收到礼物的可能性对牛肋眼牛排偏好的影响。除了阶级纪律和收到礼物的可能性外,所有因素对消费者偏好都有显著影响。根据比值比,这些因素的相对重要性分别是价格(1.97)、嫩度保证(1.92)、原产国标签(1.68)、大理石纹(1.43)和农场可追溯性标签(1.30)。这种重要性的相对顺序也得到了支付意愿评估的支持:嫩度保证(3.03美元/磅)、原产国标签(2.40美元/磅)、大理石纹(1.67美元/磅)和农场可追溯标签(1.20美元/磅)。偏好还受到一系列互动的影响。我们的研究结果表明,在学生购买意向中,嫩度保证和原产国标签几乎与价格一样重要,但相对重要性取决于其他因素,如牛肉知识水平和大理石纹水平。此外,大量显著的相互作用以及用混杂因子联合实验评估这些相互作用的能力证明了使用这些实验设计的重要性。实际应用所研究的因素的相对重要性是价格,嫩度保证,原产国标签,大理石花纹和可追溯的农场标签。这些因素之间的相互作用还表明,当原产国已知时,了解牛肉的消费者对大理石花纹的价值评价很高,而原产国标签对不太了解的消费者的大理石花纹价值影响不大。这些结果对牛肉的包装、放置、营销和广告都很有用。此外,我们使用了混淆因子联合选择实验,这是一种有希望的新设计,可用于评估许多因素及其相互作用对消费者偏好的影响,而不会使受访者负担冗长的调查表格,并提供比传统选择实验计划更多的信息。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
ASSESSING CONSUMER PREFERENCES FOR RIB-EYE STEAK CHARACTERISTICS USING CONFOUNDED FACTORIAL CONJOINT CHOICE EXPERIMENTS

ABSTRACT

A confounded factorial conjoint choice experiment was conducted with 12 University of Nebraska classes (six Animal Science and six Statistics classes) to examine the effects of price, country-of-origin labeling, marbling, tenderness guarantee, traceable-to-the-farm labeling, class discipline and the possibility of receiving a gift on preferences toward beef rib-eye steaks. All factors, except class discipline and the possibility of receiving a gift, had a significant impact on consumer preferences. Based on the odds ratios, the relative importance of these factors were price (1.97), tenderness guarantee (1.92), country-of-origin label (1.68), marbling (1.43) and traceable-to-the-farm labeling (1.30). This relative order of importance was also supported by the willingness-to-pay estimates: tenderness guarantee ($3.03/lb), country-of-origin label ($2.40/lb), marbling ($1.67/lb) and traceable-to-the-farm label ($1.20/lb). Preferences were also affected by a number of interactions. Our results indicated that a tenderness guarantee and country-of-origin label are almost as important as price in student purchase intent, but that the relative importance was dependent upon other factors such as the level of knowledge about beef and marbling level. In addition, the large number of significant interactions indicated and the ability to evaluate these interactions with confounded factorial conjoint experiments demonstrated the importance of using these experimental designs.

PRACTICAL APPLICATIONS

The relative importance of the factors studied was price, tenderness guarantee, country-of-origin label, marbling and traceable-to-the-farm labeling. Interactions among the factors also suggested that consumers knowledgeable about beef placed a high value on marbling when the country-of-origin was known, while the country-of-origin label had little impact on the value of marbling for less knowledgeable consumers. These results are useful in the packaging, placement, marketing and advertising of beef steaks. Also, we used confounded factorial conjoint choice experiments, which are promising new designs useful for assessing the effects of many factors and their interactions on consumer preferences that do not overburden respondents with long survey forms and provide more information than traditional choice experimental plans.

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Journal of Muscle Foods
Journal of Muscle Foods 工程技术-食品科技
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