Hailu Getu, Boecker Andreas, Henson Spencer, Cranfield John
Department of Food, Agricultural and Resource Economics, University of Guelph, Guelph, ON, N1G 2W1, Canada.
Appetite. 2009 Apr;52(2):257-65. doi: 10.1016/j.appet.2008.10.002. Epub 2008 Oct 22.
This paper applied conjoint analysis to elicit consumer preferences over attributes of functional foods and nutraceuticals using probiotics as the functional compound of interest. Data were gathered through a mall intercept survey in Guelph, Canada. Cluster analysis and chi-square tests were used to examine the relationship between respondents' characteristics and preferences for product variants. On the basis of cluster analysis of the part-worth scores from the conjoint analysis, three clusters were identified. Clusters differed predominantly according to the preferred mode of delivery and source of health claims. The value attached to health claims related to probiotics was also explored. The results suggested that consumers place a strong premium on claims verified by government, but little value on 'non-verified' claims made by product manufacturers.
本文运用联合分析方法，以益生菌作为感兴趣的功能成分，来引出消费者对功能性食品和营养保健品属性的偏好。数据通过在加拿大圭尔夫市进行的商场拦截式调查收集。聚类分析和卡方检验用于考察受访者特征与产品变体偏好之间的关系。基于联合分析中部分价值得分的聚类分析，识别出了三个类别。不同类别主要根据首选的递送方式和健康声明来源而有所不同。同时还探讨了与益生菌相关的健康声明的价值。结果表明，消费者非常看重政府核实的声明，但对产品制造商做出的“未核实”声明则不太重视。
