Jerkey beef

The research aims to reveal the OCOP jerky beef attributes consumers value the most. It focuses on estimating a utility function with these attributes as the independent variables. Some consumers, for example, might favor choices labeled “local origin” or “environmentally friendly” across various food products. This approach identifies the study as an “unlabeled experiment,” in which each alternative in the choice situation is generically labeled (Jaeger, 2000; Jin et al., 2017).The study employed a combination of two attributes with two levels each, two more attributes also with two levels each, and one attribute with four levels, creating a complete factorial design with 64 possible options (2x2x2x2x4). To handle this complexity, SPSS 22 was used to implement an orthogonal design, which resulted in 8 distinct profiles (Addelman, 1972). The OCOP jerky beef products (Products A and B, along with a standard Product C) were generic, so a cyclical design or foldover method was applied to ensure balanced attribute levels in the choice sets. In this method, the level of an additional attribute was increased by one in the subsequent alternatives within the same choice set (Louviere et al., 2000). The eight choice sets were randomly assigned to four questionnaire versions, ensuring each participant completed two sets. A total sample size of 320 resulted in 640 individual choices.

本研究旨在揭示消费者最为看重的OCOP牛肉干（OCOP jerky beef）属性，并以这些属性作为自变量构建效用函数进行估计。举例而言，部分消费者在各类食品选择中可能更青睐标注为“本土原产”或“环保友好”的产品。本研究属于无标注实验（unlabeled experiment），即选择情境中的每个备选方案均采用通用标注（Jaeger, 2000; Jin et al., 2017）。研究共设置5项属性，其中4项属性各设2个水平，剩余1项属性设4个水平，由此构建出共计64种可能的全因子试验设计（complete factorial design，2×2×2×2×4）。为处理该实验复杂度，研究采用SPSS 22软件执行正交设计（orthogonal design），最终得到8种不同的产品属性配置方案（Addelman, 1972）。本次研究中的OCOP牛肉干产品（含A、B两款产品及标准对照产品C）均采用通用标注形式，因此采用循环设计或折叠法以确保选择集内的属性水平分布均衡。该方法的具体操作是：在同一选择集内的后续备选方案中，将某一额外属性的水平提升1个等级（Louviere et al., 2000）。研究将8个选择集随机分配至4份问卷版本中，确保每位参与者完成2组选择任务。最终有效样本量为320，共获得640份个体选择数据。