基于聚类的食品可追溯属性支付意愿研究-计算机工程与应用.PDF

Computer Engineering and Applications 计算机工程与应用 2015 ，51（24 ） 221 基于聚类的食品可追溯属性支付意愿研究 1 1 2 ，3 董汉芳 ，吴小俊 ，吴林海 1 1 2 ，3 DONG Hanfang , WU Xiaojun , WU Linhai 1.江南大学 物联网工程学院，江苏 无锡 214122 2.江南大学 江苏省食品安全研究基地，江苏 无锡 214122 3.江南大学 商学院，江苏 无锡 214122 1.School of Internet of Things Engineering, Jiangnan University, Wuxi, Jiangsu 214122, China 2.Jiangsu Provincial Research Base for Food Safety, Jiangnan University, Wuxi, Jiangsu 214122, China 3.School of Business, Jiangnan University, Wuxi, Jiangsu 214122, China DONG Hanfang, WU Xiaojun, WU Linhai. Research of willingness to pay for food traceability property based on clustering. Computer Engineering and Applications, 2015, 51 （24 ）：221-226. Abstract: A menu-based choice experimental survey is conducted in Wuxi, Jiangsu Province. An improved k-modes algo- rithm is used to analyze the data. The improved k-modes algorithm optimizes the method of selecting initial cluster centers so as to simplify the process of clustering. Cluster modes are replaced by the pattern of thinking all property values thereby improving the clustering accuracy. Experimental results indicate that customer can be divided into four classes, i. e. those who pay no attention to traceability information class, those who pay attention to farming information class, those who attach importance to the traceability information, and those who pay attention to farming information and government-certified class. Pork with different combinations of traceability information can be provided to different customer classes thus expand- ing consumers ’demand for traceable food and finally improving food safety standards. Key words: clustering; menu based choice experiment; traceability pork; willingness to pay 摘 要：运用菜单法问卷的调查方式，以江苏省无锡市区消费者为调查对象，以可追溯猪肉为案例，基于改进的 k-modes 聚类方法，研究消费者对猪肉可追溯属性的支付意愿。改进的k-modes 聚类方法优化初始聚类中心选取从