大城市居民低温奶产品消费及其影响因素分析以北京市为例

ANALYSIS ON CONSUMPTION OF LOW-TEMPERATURE MILK PRODUCTS BY RESIDENTS IN BIG CITIES AND ITS INFLUENCING FACTORSTAKINGBEIJING AS AN EXAMPLE

关键词:  低温奶产品  巴氏杀菌奶  低温酸奶  乳制品消费  消费认知  Heckman两阶段模型

Key words:  low-temperature milk products  pasteurized milk  low temperature yogurt  dairy consumption  consumption cognition  Heckman two-stage model

摘要:

目的 低温奶产品是我国唯一可以与国际奶产品相抗衡的产品品类，未来低温奶产品必然在我国形成新的消费趋势，并成为复兴民族乳业的关键。基于此，探究大城市居民的低温奶产品消费认知水平、消费现状及其消费的影响因素既可开拓国内低温奶产品消费市场，也可弥补该产品消费研究的不足，对提高我国奶业国际竞争力具有重要现实意义。方法 文章通过使用2019年北京市8个辖区内的418位城镇居民乳制品消费调研数据，以不同群体特征作为切入点，深度分析大城市居民低温奶产品消费认知水平及消费现状，并借助Heckman两阶段模型考察个人及家庭特征和产品认知信息是否是影响城镇居民低温奶产品消费行为决策和消费水平的主要因素。结果 学生人口数、工作人口数、收入水平以及年龄、职业因素分别影响居民巴氏杀菌奶和低温酸奶的消费行为决策。年龄、教育水平以及性别、人口总数、职业因素分别影响居民巴氏杀菌奶和低温酸奶的消费水平。营养价值、口感风味和制作工艺因素对居民巴氏杀菌奶消费行为决策和消费水平均有显著影响，而保质期和价格因素仅对消费行为决策有显著影响。口感风味、制作工艺和价格因素对居民低温酸奶消费行为决策影响显著，但只有口感风味因素对消费水平有显著影响。结论 城镇居民低温奶产品认知概念薄弱，对营养价值、口感风味和保质期信息的认知程度较高。低温奶产品消费具有区域性差异，消费主力集中在女性人群、40~50岁人群、高学历和高收入人群中。个人和家庭特征以及产品认知信息对城镇居民巴氏杀菌奶和低温酸奶的消费行为决策和消费水平均具有显著影响。未来我国大城市居民的乳制品消费将逐渐趋于新鲜化和休闲化发展，低温奶产品消费将发展为新兴消费趋势，液态奶产品消费结构逐步改善。

Abstract:

Low-temperature milk products are the only product categories that can compete with international milk products in China. In the future, low-temperature milk products are bound to form a new consumption trend in China and become the key to the revival of the national dairy industry. Based on this, it is of great practical significance to improve the international competitiveness of China's dairy industry to explore the cognitive level, consumption status and the influencing factors of consumption of low-temperature dairy products in big cities, which can not only expand the domestic consumption market of low-temperature dairy products, but also make up for the deficiency of consumption research. By using the dairy consumption survey data of 418 urban residents in eight districts of Beijing in 2019, the cognition level and consumption status of low-temperature milk products consumption of urban residents were deeply analyzed with the characteristics of different groups as the entry point. The Heckman two-stage model was used to investigate whether individual and family characteristics and product cognitive information were the main factors affecting urban residents' decision-making and consumption level of low-temperature milk products.The results were indicated as follows. The number of students, the number of workers, the income level, the age and the occupation factors affected the consumption decisions of pasteurized milk and low-temperature yogurt. The consumption levels of pasteurized milk and low-temperature yogurt were influenced by age, education level, gender, family population and occupation. The factors of nutrition value, taste and processing technology all had significant influence on the consumer behavior decision and consumption level of pasteurized milk, while the factors of shelf life and price only had significant influence on the consumer behavior decision. The factors of taste, production technology and price had a significant influence on the consumer behavior decision of low-temperature yogurt, but only the factors of taste had a significant influence on the consumption level. The conclusion are showed as follows. Urban residents' cognition of low-temperature milk products is weak, and their cognition of nutritional value, taste and shelf life information is high. There are regional differences in consumption of low-temperature milk products. The main consumers are women, people between 40 and 50 years old, people with high education and high income. The individual and family characteristics and product cognitive information have significant influence on the consumption decision and consumption level of urban residents' pasteurized milk and low-temperature yogurt. In the future, the consumption of dairy products in China's big cities will gradually become fresh and leisure, and the consumption of low-temperature milk products will develop into a new consumption trend, and the consumption structure of liquid milk products will gradually improve.