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基于山东省17地市的695份调查问卷资料,运用多元有序Logit模型分析了城乡居民羊肉相对消费量的影响因素。研究结果表明,文化程度、家庭年人均纯收入、质量安全满意度和购买方便性满意度对城乡居民羊肉相对消费量有显著正影响,价格感知有较显著的负影响;城市居民羊肉相对消费量最高,乡镇居民次之,农村居民最低。为进一步引导和提高羊肉消费量,促进肉羊产业进一步发展,应提高城乡居民文化素质和收入水平、降低羊肉产品价格、改善羊肉质量安全状况、增强羊肉购买方便性。
Based on 695 questionnaires of 17 prefectures and cities in Shandong Province, the influencing factors of lamb consumption in urban and rural residents were analyzed by multivariate order Logit model. The results show that the educational level, the per capita net income of the family, the satisfaction of the quality and safety and the convenience of purchasing convenience have a significant positive impact on the relative consumption of lamb in urban and rural areas, and the price perception has a significant negative impact. The relative consumption of urban residents, Highest, followed by township residents, rural residents the lowest. In order to further guide and improve the consumption of mutton and promote the further development of the sheep industry, cultural qualifications and income levels of urban and rural residents should be improved, the price of mutton products should be lowered, the quality and safety of lamb should be improved, and the convenience of purchasing mutton should be enhanced.