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Sensory attributes shaping consumers’ willingness-to-pay for newly developed processed meat products with natural compounds and a reduced level of nitrite
Food Quality and Preference ( IF 5.3 ) Pub Date : 2018-12-01 , DOI: 10.1016/j.foodqual.2017.02.017 Yung Hung , Wim Verbeke
Food Quality and Preference ( IF 5.3 ) Pub Date : 2018-12-01 , DOI: 10.1016/j.foodqual.2017.02.017 Yung Hung , Wim Verbeke
Abstract While innovation to improve processed meat products (PMPs) is promising, sensory characteristics remain the key factor shaping consumers’ preference and purchase decisions. These two studies employed a non-hypothetical and novel analytical approach to study how sensory attributes influence consumers’ willingness-to-pay (WTP) for new PMPs with added natural compounds and a reduced level of nitrite. Vickrey’s second-price experimental auctions were organised with conventional and the new PMPs. Study 1 was in Belgium (n = 208) with cooked sausage; Study 2 was in the Netherlands (n = 107) with cooked ham. Elastic net (EN) regularised regression models and regression trees were used to assess determinants of WTP under data constraints. Overall, WTP was positively influenced by a higher overall liking, appearance familiarity and a better colour, and negatively influenced by a stronger experience of aftertaste and darker colour. The order effect of tasting and information provision was opposite in the two studies. The study with cooked sausage also showed a positive effect of a better texture and taste, and a negative effect of a too weak intensity of meat taste on WTP. The study with cooked ham indicated a positive effect of a better smell, stronger salty taste and less dry texture, and a negative effect of a too strong intensity of meat smell on WTP. Whereas Just-About-Right (JAR) scales are widely applied in consumer research to identify optimal sensory attribute levels, both studies revealed that JAR ratings do not necessarily translate into a higher WTP. These studies yield recommendations for consumer-driven food product research and development.
中文翻译:
感官属性塑造了消费者对新开发的含有天然化合物和亚硝酸盐含量降低的加工肉类产品的支付意愿
摘要 虽然改进加工肉制品 (PMP) 的创新是有前途的,但感官特征仍然是影响消费者偏好和购买决策的关键因素。这两项研究采用非假设性和新颖的分析方法来研究感官属性如何影响消费者对添加天然化合物和降低亚硝酸盐含量的新型 PMP 的支付意愿 (WTP)。Vickrey 的第二价格实验性拍卖是用传统的和新的 PMP 组织的。研究 1 在比利时 (n = 208) 使用煮熟的香肠;研究 2 在荷兰 (n = 107) 使用煮熟的火腿。弹性网 (EN) 正则化回归模型和回归树用于评估数据约束下 WTP 的决定因素。总体而言,更高的整体喜好、外观熟悉度和更好的颜色对 WTP 产生了积极影响,并受到更强烈的回味和更深颜色的负面影响。两项研究中品尝和信息提供的顺序效应相反。对熟香肠的研究也显示出更好的质地和味道的积极影响,以及肉味强度太弱对 WTP 的消极影响。对熟火腿的研究表明,更好的气味、更强的咸味和更少的干燥质地会产生积极影响,而过强的肉味对 WTP 会产生负面影响。尽管 Just-About-Right (JAR) 量表广泛应用于消费者研究以识别最佳感官属性水平,但两项研究都表明 JAR 评级不一定转化为更高的 WTP。这些研究为消费者驱动的食品研发提供了建议。
更新日期:2018-12-01
中文翻译:
感官属性塑造了消费者对新开发的含有天然化合物和亚硝酸盐含量降低的加工肉类产品的支付意愿
摘要 虽然改进加工肉制品 (PMP) 的创新是有前途的,但感官特征仍然是影响消费者偏好和购买决策的关键因素。这两项研究采用非假设性和新颖的分析方法来研究感官属性如何影响消费者对添加天然化合物和降低亚硝酸盐含量的新型 PMP 的支付意愿 (WTP)。Vickrey 的第二价格实验性拍卖是用传统的和新的 PMP 组织的。研究 1 在比利时 (n = 208) 使用煮熟的香肠;研究 2 在荷兰 (n = 107) 使用煮熟的火腿。弹性网 (EN) 正则化回归模型和回归树用于评估数据约束下 WTP 的决定因素。总体而言,更高的整体喜好、外观熟悉度和更好的颜色对 WTP 产生了积极影响,并受到更强烈的回味和更深颜色的负面影响。两项研究中品尝和信息提供的顺序效应相反。对熟香肠的研究也显示出更好的质地和味道的积极影响,以及肉味强度太弱对 WTP 的消极影响。对熟火腿的研究表明,更好的气味、更强的咸味和更少的干燥质地会产生积极影响,而过强的肉味对 WTP 会产生负面影响。尽管 Just-About-Right (JAR) 量表广泛应用于消费者研究以识别最佳感官属性水平,但两项研究都表明 JAR 评级不一定转化为更高的 WTP。这些研究为消费者驱动的食品研发提供了建议。