CAJ | 학술논문

以婴幼儿配方奶粉为例，运用联合分析方法研究了品牌、有机认证标签、产地和价格等质量信息属性对消费者偏好的影响。结果表明，产地成为决定消费者偏好的首要属性，而有机认证标签的重要性已超过品牌；消费者更偏好来自国外，尤其是发达国家的产品；企业应准确把握消费者属性偏好的特征与规律，合理安排质量信息传递渠道与交流途径。
이영유인배방내분위례，운용연합분석방법연구료품패、유궤인증표첨、산지화개격등질량신식속성대소비자편호적영향。결과표명，산지성위결정소비자편호적수요속성，이유궤인증표첨적중요성이초과품패；소비자경편호래자국외，우기시발체국가적산품；기업응준학파악소비자속성편호적특정여규률，합리안배질량신식전체거도여교류도경。
This paper took Infant Milk Formula( IMF)as an example and studied consumers’preferences on attributes of quality information,such as brand,organic certification label( OCL),orgin and price by using Conjoint analysis. The re-sults show that the orgin become the most important attribute in determing consumer preference,and the importance of OCL has exceeded brand;consumers prefer products from abroad,especially in the developed countries. Enterprises should ac-curately grasp the characteristics of consumers’preferences on different attributes,reasonably arrange the delivery channels and communication ways of quality information.