基于联合分析法的再制造产品消费者偏好研究

运用了一种定量研究消费者选择偏好的方法——联合分析法,来研究再制造产品的消费者偏好。以官翻手机为例,选取了品牌、质保期、维修周期、绿色标签和购买渠道五个属性作为影响消费者偏好水平的因素,针对正交设计模拟出的16种官翻手机设计偏好问卷获得样本数据。构建了影响偏好水平的联合分析模型,发现品牌、质保期和绿色标签对偏好水平的影响显著,其重要性占比依次为品牌42.10%、质保期19.23%、绿色标签13.35%。通过SPSS的分布检验发现消费者对官翻手机的价格偏好系数服从均值为0.6605、标准差为0.1125的正态分布,而不是以往假设的均匀分布,并基于该偏好系数构建了新品和再制造品的实际需求函数,为制造商和再制造商对新品与再制造品的市场需求判断提供了支持。

Research on Consumer Preference of Remanufactured Products Based on Joint Analysis Method

This paper uses a method of quantitative research on consumer choice preferences-Conjoint analysis to study consumer preferences for remanufactured products.Taking the remanufactured Cell-phones as an example,the five attributes of brand,warranty period,maintenance cycle,green label and purchase channel were selected as factors affecting the level of consumer preference.We design price preference questionnaires for the 16 kinds of remanufactured Cell-phones simulated by orthogonal design.A conjoint analysis model that affects the level of preference is constructed.It is found that the brand,warranty period and green label have a significant impact on the preference level.The importance ratio is 42.10%for the brand,19.23%for the warranty period and 13.35%for the green label.Through the SPSS distribution test,it is found that the consumer′s price preference coefficient for the remanufactured Cell-phones obeys a normal distribution,with a mean of 0.6605 and a standard deviation of 0.1125,instead of the uniform distribution of the previous hypothesis.And we build actual demand function for new products and remanufactured products based on the preference coefficient.It provides support to obtain actual market demand for new and remanufactured products.