购买大麻决策因素的感知重要性：最佳最差标度实验。
Perceived Importance of Factors in Cannabis Purchase Decisions: A Best-worst Scaling Experiment.
机构信息
Department of Family Medicine and Public Health, University of California San Diego, La Jolla, CA, USA.
Department of Health Policy and Management, Fielding School of Public Health, University of California Los Angeles, Los Angeles, CA, USA.
出版信息
Int J Drug Policy. 2021 May;91:102793. doi: 10.1016/j.drugpo.2020.102793. Epub 2020 May 29.
BACKGROUND
Consumers' access to cannabis has been considerably expanded in US states where recreational cannabis was legalized and commercialized. However, little is known about the important factors influencing consumers' purchase decisions in cannabis retail dispensaries. This study examined cannabis users' perceptions of the relative importance of policy-relevant factors when they made cannabis purchase decisions.
METHODS
An online survey was administered to 817 adult cannabis users in seven states in the US (California, Colorado, Maine, Massachusetts, Nevada, Oregon, and Washington) that had approved cannabis commercialization by the time of interview in January 2018. Twenty policy-relevant cannabis attributes were evaluated, including those pertaining to product characteristics, quality, package characteristics, price and free sample, store characteristics, and restrictions on use. A best-worst scaling experiment was employed, which asked respondents to select the most and the least important attributes in a choice scenario. Each respondent answered 10 choice scenarios, each including a random combination of four attributes out of the 20. The relative importance of each attribute was evaluated using hierarchical Bayesian estimation of mixed logit models.
RESULTS
Overall, 'quality', 'strain type', 'price', 'THC' (tetrahydrocannabinol) and 'pesticide' were the top five important attributes affecting cannabis users' willingness to buy cannabis in a dispensary. These five attributes jointly accounted for approximately half of the total importance. In subsample analysis, both recreational and dual-purpose users attached higher importance to 'quality', 'THC', and 'price', whereas medical users tended to think 'CBD' (cannabidiol) and 'pesticide' were more important. All cannabis users perceived 'package' to be the least important attribute. Gender had no major differences in perceptions.
CONCLUSIONS
Cannabis users in general perceived product characteristics, quality, and price to be important factors in their willingness to buy cannabis in dispensaries. There were heterogeneities in the perceptions by cannabis use purposes. The findings might deserve consideration in cannabis policy design.
背景
在美国娱乐用大麻合法化和商业化的州，消费者获得大麻的途径得到了极大的扩展。然而，对于影响消费者在大麻零售店购买决策的重要因素知之甚少。本研究考察了大麻使用者在做出大麻购买决策时对与政策相关的重要因素的看法。
方法
在 2018 年 1 月接受采访时，在美国七个州（加利福尼亚州、科罗拉多州、缅因州、马萨诸塞州、内华达州、俄勒冈州和华盛顿州）对 817 名成年大麻使用者进行了在线调查，这些州都已经批准了大麻商业化。评估了 20 个与政策相关的大麻属性，包括与产品特征、质量、包装特征、价格和免费样品、商店特征以及使用限制有关的属性。采用最佳最差比例实验，要求受访者在选择场景中选择最重要和最不重要的属性。每个受访者回答 10 个选择场景，每个场景都包括 20 个属性中的四个随机组合。使用混合对数模型的层次贝叶斯估计评估每个属性的相对重要性。
结果
总体而言，“质量”、“品种类型”、“价格”、“THC（四氢大麻酚）”和“杀虫剂”是影响大麻使用者在大麻专卖店购买意愿的前五个重要属性。这五个属性共同占总重要性的一半左右。在亚组分析中，娱乐和两用目的用户更看重“质量”、“THC”和“价格”，而医疗用户则认为“CBD（大麻二酚）”和“杀虫剂”更重要。所有大麻使用者都认为“包装”是最不重要的属性。性别在认知方面没有太大差异。
结论
一般来说，大麻使用者认为产品特征、质量和价格是他们在大麻专卖店购买大麻的意愿的重要因素。大麻使用目的不同，认知也存在差异。这些发现可能值得在大麻政策制定中考虑。
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