科研之友
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摘要
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.
- 出版日期2010-4
