Preferences of Chinese consumers for the attributes of fresh produce portfolios in an e-commerce environment
Preferences of Chinese consumers for the attributes of fresh produce portfolios in an e-commerce environment
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DOI：
10.1108/bfj-09-2016-0424
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发表时间：
2017-03
影响因子：
3.3
通讯作者：
Shaosheng Jin;Haoyang Li;Yao Li
中科院分区：
文献类型：
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作者：
Shaosheng Jin;Haoyang Li;Yao Li
目的近年来，新鲜农产品(新鲜蔬菜和水果)以新鲜农产品组合(FFP)的形式在中国大城市通过电子商务广泛流通。本文的目的是分析中国消费者对特定FPP属性的偏好。设计/方法/方法一种选择实验方法被用来探索消费者的偏好。为了选择实验的属性，作者进行了手段-终点-链的评估。作者使用了部分析因设计，最终得到了18个选择情景。作者在北京收集了166份有效消费者问卷。结果发现，在所考虑的四个属性中，认证和FPP的多样性对消费者的支付意愿(WTP)有显著影响。居民对FPP多样性和认证的偏好各不相同，但当考虑FPP中的新鲜农产品时，认证是主要关注的问题。关于投资组合中属性的WTP值，“绿色”和“有机”属性的WTP值较高，但FFP多样性的WTP值较低。本研究首次尝试探讨中国消费者在电子商务环境下对FPP属性的偏好。
Purpose In recent years, fresh produce (fresh vegetables and fruit) has been circulated widely via e-commerce in Chinese large cities in the form of fresh produce portfolios (FPPs). The purpose of this paper is to analyze the preferences of Chinese consumers for specific FPP attributes. Design/methodology/approach A choice experiment approach was used to explore consumer preferences. The authors conducted a means-end-chains evaluation to select the attributes for the choice experiment. The authors used a fractional factorial design and finally obtained 18 choice scenarios. The authors collected 166 effective consumer questionnaires in Beijing. Findings The authors found that among the four attributes considered, certification and the diversity of the FPP had significant effects on the willingness to pay (WTP) among consumers. Residents had heterogeneous preferences for FPP diversity and certification, but certification was the major concern when considering fresh produce in the FPP. With regard to the WTP for attributes in the portfolio, the WTP values for “green” and “organic” attributes were high, but the WTP for the diversity of FPPs was low. Originality/value This study is the first attempt to explore the preferences of Chinese consumers regarding the attributes of FPP in an e-commerce environment.