Hong Kong consumer preferences for Japanese beef: Label knowledge and reference point effects
Hong Kong consumer preferences for Japanese beef: Label knowledge and reference point effects
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DOI：
10.1111/asj.13085
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发表时间：
2018-10-01
影响因子：
2
通讯作者：
Ito, Nobuhiro
中科院分区：
文献类型：
--
作者：
Kikushima, Ryosuke;Nakajima, Shinsaku;Ito, Nobuhiro
和酒的绝佳风味正在世界各地越来越受欢迎。然而，和牛的流行鼓励了对正宗日本和牛的竞争，导致了不正宗和牛的出现。为了抵御这种出口竞争，日本和牛生产商需要改进和差异化他们的附加值牛肉。由于以往几乎没有研究关注香港消费者对日本和牛的消费情况，因此，本文采用选择实验的方法，考察香港消费者对牛肉原产地的评价。通过网络问卷获得的250名香港消费者的数据被用来分析牛肉的偏好。除了牛肉的原产国，它的大理石花纹水平，日本和牛的标签和参考点的影响也被考虑在内。结果显示，香港消费者对日本和酒的重视程度显著高于澳大利亚或美国和酒。在看过日本和黄品牌的消费者中，这一溢价更高。参考价格效应也得到了统计上的证实。因此，要促进日本和牛的消费，重要的是让消费者意识到日本和牛的优势。
The excellent flavor of Wagyu is becoming increasingly popular all over the world. However, the popularity of Wagyu has encouraged competition for authentic Japanese Wagyu, resulting in the appearance of inauthentic Wagyu beef. To ward off this export competition, Japanese Wagyu producers need to improve and differentiate their value-added beef. As hardly any past studies focus on the consumption of Japanese Wagyu in Hong Kong, this paper uses a choice experiment to examine the valuation of beef by Hong Kong consumers in terms of country of origin. Data from 250 Hong Kong consumers obtained through a web questionnaire were used to analyze the beef preferences. In addition to the beef's country of origin, its marbling level, the Japanese Wagyu label and reference point effects were considered. The results indicate that Hong Kong consumers place a significant premium on Japanese Wagyu over Australian or American Wagyu. That premium is greater among consumers who have seen the Japanese Wagyu label. Reference price effects were also statistically confirmed. To promote Japanese Wagyu beef consumption, therefore, it is important to make the consumer aware of the advantages of Japanese Wagyu.