摘要
有机认证葡萄酒生产与消费是重要市场发展趋势,发展有机葡萄酒的关键驱动力在于消费者的购买意愿。研究采用在线问卷调查的方式,应用溢价支付意愿(WTP)非参数估计方法,分析消费者购买有机认证葡萄酒溢价支付意愿水平,并以WTP结果作为被解释变量进行回归分析,探讨影响葡萄酒溢价支付的关键因素。结果表明,消费者的有机葡萄酒溢价支付意愿存在差异,被调查样本的实际平均溢价支付意愿[E(WTP)]为37.17%,平均溢价支付意愿[E(WTP)]的下限值为28.48%,平均溢价支付意愿E(WTP)的上限值为45.86%。有机葡萄酒溢价支付意愿受当前居住城市、受教育程度、职业特征、家庭可支配收入等因素影响显著(P<0.05)。因此,促进有机葡萄酒消费应当对产品进行精准的市场定位,选择消费潜力较高的区域推广有机认证葡萄酒;同时要结合消费者画像,对高价值用户进行精准营销,促进葡萄酒消费提质增效。
The production and consumption of organic certified wine is an important market development trend,and the key driving force for the development of organic wine is the purchase intention of consumers.In this study,an online questionnaire survey and the willingness to pay(WTP)nonparametric estimation method were used to analyze the consumers'willingness to pay for organic certified wine,and the WTP results were used as the explained variables for regression analysis to explore the key factors affecting wine premium payment.The results showed that consumers'willingness to pay premium for organic wines varied,with the actual average[E(WTP)]being 37.17%,the lower limit 28.48%and the upper limit 45.86%respectively.Willingness to pay premium for organic wines was significantly influenced by current city of residence,education level,occupational characteristics and family disposable income(P<0.05).In order to promote the consumption of organic wines,the market positioning of the products shall be precise,and the regions with high consumption potential shall be selected to promote organic certified wines;meanwhile,the precise marketing of high-value users should be carried out in combination with the portraits of consumers so as to promote the quality and efficiency improvement of wine consumption.
作者
杨文光
陈君丽
徐佳萌
苗莉
YANG Wenguang;CHEN Junli;XU Jiameng;MIAO Li(School of Business Administration,Xinjiang University of Science and Technology,Korla 841000,China)
出处
《中国酿造》
CAS
北大核心
2023年第10期268-272,共5页
China Brewing
基金
新疆维吾尔自治区高校科研项目(XJEDU2022J041)。
关键词
消费者
有机认证
葡萄酒
溢价支付意愿
影响因素
consumer
organic certification
wine
willingness to pay premium
influencing factor
