Identifying Product Attributes and Consumer Attitudes that Impact Willingness to pay for a Nutraceutical‐Rich Juice Product
Identifying Product Attributes and Consumer Attitudes that Impact Willingness to pay for a Nutraceutical‐Rich Juice Product
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识别影响购买营养丰富果汁产品意愿的产品属性和消费者态度
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
J. Meullenet
中科院分区：
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作者：
L. Lawless;A. Drichoutis;R. Nayga;R. Threlfall;J. Meullenet
采用非假设的BDM拍卖机制，研究了影响营养保健品混合果汁（75%Concord+12%Pesticide +13%Black Cherry）支付意愿（WTP）的消费者特征、态度因素和产品感官属性。参与者（n=228）被招募用于BDM机制，包括四个治疗组：Info（收到潜在的健康声明），Taste（评价果汁混合物的感官属性），InfoTaste（评价果汁混合物的感官属性并收到潜在的健康声明）和Control（既没有品尝也没有收到关于果汁混合物的潜在健康声明）。作为拍卖后问卷的一部分，参与者完成了激励风险和时间偏好调查任务。参与者对富含营养成分的混合果汁的平均支付意愿为3.45美元/瓶。所有参与者对富含营养素的果汁的平均总体喜欢度为7.42（9分制），这表明消费者普遍接受。时间偏好系数（-8.87）表明，较高的时间折扣率（较低的未来取向）与信息组内较低的支付意愿相关。风险偏好不影响支付意愿。在5分制上，甜度每增加一个单位，WTP就增加0.25美元，黑樱桃味每减少一个单位，WTP就增加0.20美元，苦味每减少一个单位，WTP就增加0.29美元。非假设的支付意愿机制提供了关于消费者和产品的现实估值和替代见解。
A non-hypothetical Becker–DeGroot–Marschak (BDM) auction-like mechanism was utilized to determine consumer characteristics, attitudinal factors, and product sensory attributes that affect willingness-to-pay (WTP) for a nutraceutical-rich juice blend (75%Concord+12%Pomegranate+13%Black Cherry). Participants (n=228) were recruited for a BDM mechanism that included four treatment groups: Info (received a potential health statement), Taste (evaluated the sensory attributes of the juice blend), InfoTaste (evaluated the sensory attributes of the juice blend and received the potential health statement), and Control (neither tasted nor received the potential health statement about the juice blend). As part of the post-auction questionnaire, participants completed incentivized risk and time preference survey tasks. The participants’ average WTP for the nutraceutical-rich juice blend was $3.45/bottle. Average overall liking for all participants for the nutraceutical-rich juice was 7.42 (on a 9-point scale), which indicated general consumer acceptance. The time preference coefficient (-8.87) indicated that higher time discount rates (lower future orientation) were associated with lower WTP within the Info group. Risk preference did not affect WTP. WTP increased by $0.25 for every unit increase in sweetness toward just-about-right (JAR) on the 5-point scale, $0.20 per every unit decrease in black cherry flavor toward JAR, and $0.29 per every unit decrease in bitterness toward JAR. Non-hypothetical WTP mechanisms offer realistic valuations and alternative insights about consumers and products.