住宅特征价格指数编制现状的国内外比较分析

住宅价格指数是反映房地产市场价格变动趋势的重要指标,特征价格法作为住房价格指数的编制方法之一已被国外普遍使用。在阅览大量文献和国外相关资料的基础上,对目前国际上编制住宅价格指数的三种主流方法进行归纳总结,并对我国三大住房价格指数的编制现状进行比较评析,提出关于完善我国住宅价格指数的构想:构建以国家统计局为编制主体,传统加权综合指数和特征价格指数并行发展的住宅价格指数体系。     

An empirical comparison of methods for measuring consumers’ willingness to pay

A valid procedure for measuring consumers’ willingness to pay (WTP) is crucial in designing optimal pricing policies or for estimating demand for new products. Understanding potential sources of differences in WTP estimates that emerge from value elicitation studies constitutes an important step in research on how managers should estimate consumers’ WTP. This research presents an empirical analysis of two potential sources of differences and discusses possible means of mitigating them. We find substantial and significant differences between the WTP reported by subjects when payment of the stated price is real or hypothetical. Notwithstanding the dichotomy between real and hypothetical WTP, we find significant differences among the WTP estimates of a broad range of value elicitation methods.     

The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products

Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface characteristics influence consumers’ preferences toward different kinds of products? The current research identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic products. Our four experiments reveal that when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them. This phenomenon is induced by the implicit associations between round typefaces and hedonic products which automatically initiate consumers’ mental simulation of experiences related with the products. This simulation process triggers pleasant feelings which eventually enhance preferences. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface characteristics and product type.     

Are Stated Preferences Confirmed by Purchasing Behaviours? The Case of Fair Trade-Certified Bananas in Switzerland

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers’ stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers’ stated motivations for buying ‘Fair Trade’ and ‘organic Fair Trade’ bananas in Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas – conventional and labelled – and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers’ purchases are to increase.     

Trade patterns and export pricing under non-CES preferences

We develop a two-factor, two-sector trade model of monopolistic competition with variable elasticity of substitution. Firms' profits and sizes may increase or decrease with market integration depending on the degree of asymmetry between countries. The country in which capital is relatively abundant is a net exporter of the manufactured good, although both firm sizes and profits are lower in this country than in the country where capital is relatively scarce. The pricing policy adopted by firms depends neither on capital endowment nor country asymmetry. It is determined by the nature of preferences: when demand elasticity increases (decreases) with consumption, firms practice dumping (reverse-dumping).     

Gender effects on consumers’ symbolic and hedonic preferences and actual clothing consumption in the Czech Republic

During the last decade or so consumer products have become more divided by gender than ever before. These changes in marketing practices are likely to introduce, alter or increase any existing gender differences regarding consumers’ product preferences and actual consumption. This is a very timely study examining how gender relates to consumers’ interest in clothing artefacts and their preferences for the self‐ and social‐symbolic and hedonic meanings of clothing. The influence of gender on actual purchase behaviour towards clothing is also explored. The proposed hypotheses are tested on a large‐scale sample of some 1,000+ respondents drawn in the Czech Republic. Using analysis of variance tests, gender differences were found with regard to all but one consumer behaviour phenomenon. No gender effect was found only regarding consumer preference for clothing affiliation symbolism. The study contributes to the theoretical development and empirical evidence in the field of gendered symbolic and hedonic consumption of clothing artefacts. Its findings also suggest possible actions by fashion marketers, as well as some interesting venues for future research.     

Assessing the demand for value‐based organic meats in Canada: a combined retail and household scanner‐data approach

We apply sets of weekly retail and household scanner data to estimate consumer demand of selected organic and conventional fresh beef products in the Canadian retail market. The main contribution of our study stems from the application of a two‐stage procedure that provides new and deeper insight into consumers' responses to changing retail environment and pricing for organic and conventional meat products. Combined knowledge of point‐of‐sale consumer behaviour for value‐based products, such as organic products, and distinct socio‐demographic profiles of buyers vs. non‐buyers of meat is especially interesting for retail managers and meat industry stakeholders. First, household meat consumption patterns are investigated based on household scanner data that track household's meat purchases in the period 2006–2007. The second step of analysis then involves the estimation of an almost ideal demand system for selected organic and conventional fresh beef products using retail scanner data for the period 2000–2007. The introduction of greater selections in organic product lines across mainstream supermarkets in Canada in response to consumer health concerns is expected to spur retail competition in an otherwise saturated Canadian retail market. The analysis of socio‐demographic profiles in beef consumption using individual household's purchase data reveals that besides regional differences in preferences, household size and resource characteristics are major determinants of point‐of‐sale beef purchase decisions. Our demand system results indicate that organic beef is highly dependent on price and expenditures, whereas demand for conventional beef is mostly driven by income, habits and ‘typical’ Canadian seasonal beef consumption patterns. Altogether, our conclusions on organic beef vs. conventional beef buyers may have further implications for institutional regulations.     

Comparing stated and realized preferences for shade‐grown vs. conventionally grown coffee

We used both stated preference and revealed preference data to estimate willingness to pay (WTP) for shade‐grown coffee as compared with conventionally grown coffee. Stated preference data was collected using contingent valuation studies. Revealed preference data came from an experiment where all survey participants received a personally identifiable voucher redeemable for a free bakery item when the holder purchased a coffee. We compared estimates of mean and median WTP a price premium for shade‐grown coffee from stated preference data with similar estimates from revealed preference data. We used a logit model to evaluate the effect of explanatory variables (measures of environmental attitudes, personal norms for pro‐environmental behaviour and demographic variables) on respondents’ WTP a price premium for shade grown coffee. Model parameters were estimated using the maximum likelihood approach. Respondents with higher scores on measures of environmental attitudes and personal norms for pro‐environmental behaviour were, on average, willing to pay more for shade‐grown coffee. While this paper examined a specific case, purchase of shade‐grown coffee, our results confirmed that stated environmental concern was a good predictor of pro‐environmental behaviour. We found that mean and median WTP estimates from stated preference methods were higher, but not significantly different than mean and median WTP estimates from actual purchases, indicating convergent validity between stated and realized preference methods. The majority of individuals both stated WTP a price premium and purchased shade‐grown coffee at a price premium. We did, however notice some interesting behaviour at the individual level where stated preferences under‐predicted realized preferences at low price‐premia and over‐predicted realized preferences at high price premia.     

The role of food eating values and exploratory behaviour traits in predicting intention to consume organic foods: An extended planned behaviour approach

The extant literature on predicting organic food choice as a consumption behaviour has overlooked the role of food eating values (utilitarian and hedonic values) and individuals exploratory buying behavioural traits (exploratory information seeking and exploratory acquisition seeking). The novelty of the study is the use of food eating values and individuals exploratory buying behaviour traits as an extension to the theory of planned behaviour in predicting attitude and intentions towards organic food consumption with a representative sample of N = 431. Data was collected in two phases. In the first phase, a small qualitative face to face (semi structured) interviews were held from 22 respondents to elicit the utilitarian and hedonic values individuals attach with the organic food consumption. This is followed by the collection of survey data from two Indian metropolitan cities (New Delhi and Chennai) using a mall intercept method from the individuals visiting hypermarkets and supermarkets. The hypotheses were tested using structural equations modelling or SEM in IBM AMOS 24. Attitude to consume organic foods was found to be most dominant in predicting behavioural intention in both basic and the extended TPB model followed by subjective norms. Perceived behavioural control was found to be a significant predictor only in the extended TPB model, suggesting a dual role. Findings also suggested that utilitarian values are more influential than hedonic values in the formation of attitudes towards organic foods.Further, the exploratory information seeking traits are found to strengthen the relationship between a) perceived behavioural control and behavioural intention to consume organic foods and b) attitude to consume organic foods and behavioural intention to consume organic foods whereas exploratory acquisition seeking traits to be strengthening the relationship between attitude and behavioural intentions only. Implications for the policy makers is discussed towards the end of the study.     

Health and cosmetics: Investigating consumers’ values for buying organic personal care products

In investigating consumers’ intentions to re-purchase organic personal care products (PCP), this study extends the theory of planned behaviour by including perceived value dimensions as the antecedents of attitude in the model. The findings revealed that most of the hypothesised relationships linking the consumer perceived value constructs (namely, health, safety, hedonic and environmental) with attitude towards the rebuying of organic PCP, were supported. Also, better product knowledge about organic PCP would lead to more positive attitudes towards re-purchasing the product. In contrast, social value was not important in predicting attitude. Similarly, the influence of subjective norm on rebuying intention was not supported. In terms of ranking of importance with regards to prediction of re-purchasing intention, attitude was the most important predictor followed by perceived behavioural control, product knowledge, hedonic value, environmental value and safety value.     

Measuring the value of product characteristics in the UK monthly savings market

This paper seeks to measure the returns to various product characteristics in the UK monthly savings market. Exploiting recently available data from the Financial Services authority, hedonic pricing models and data envelopment techniques are used to estimate the returns to different product characteristics in the UK unit trust and endowment markets. The approach highlights how it is possible to identify important drivers of value and also identify product offerings that are (sub)optimally differentiated.     

Estimating diffusion and price elasticity with application to telecommunications

This paper aims to propose a new framework for estimating and forecasting diffusion of high technology products, along with the construction of a price index. Into that context, the “diffusion–price” model is presented, as an innovative concept providing a long term estimation of both price and diffusion elasticity. This corresponds to the bidirectional estimation of the mutual influence of the product’s price over its expected diffusion and vice versa. The discrete parts of the methodology are the use of a diffusion model for the initial estimation of diffusion, the construction of a price index function for estimating the pricing mechanism and, finally, the construction of the “diffusion–price” model for estimating and adjusting the diffusion level and price quantities. The case studies examined, whose solution was based on genetic algorithms, revealed remarkable results which can be used for business strategies development, as the pricing policy is able to make diffusion diverge substantially from the initial estimates. The case studies considered correspond to the ADSL technology diffusion in the wider European area.     

Organic consumers’ preferences and willingness‐to‐pay for locally produced animal products

In Germany, a large share of organic animal products is being produced with imported protein feedstuffs. Products labelled as ‘local’ are also often produced with imported feed. At the point of purchase, animal products are not usually labelled with any information on the feed that was used to produce it. Therefore, it remains unclear what consumers think about the use of imported feed, in particular in the case of products labelled as ‘local’. The aim of the present research study was to analyse whether the use of local feed represents an option for successful product differentiation in the organic animal products market. Discrete Choice Experiments and computer assisted personal interviews were conducted with 597 organic consumers in Germany to investigate their preferences and willingness‐to‐pay for local organic animal products produced with local feed. The choice experiments revealed a strong preference for local feed. The outcome of our investigation also shows that the provision of information on feed imports into Germany can be an important tool for promoting organic animal products produced with local feed. The results suggest the use of local feed could be an option for successful product differentiation in the organic animal products market, especially if effort is put into raising consumer awareness of current organic feed importation practices.     

激励规制、市场势力与接入定价——以电信业为例

政府规制的目标是矫正市场失灵,不当的规制方案会限制市场竞争活力,阻碍技术创新.本文将规制机构、厂商和消费者纳入到激励相容框架下,通过考察信息约束条件下的接入定价问题,解释了产品的需求价格弹性、政府转移支付、税收政策、技术创新和网络外部性与接入定价的关系,引申出主导性厂商市场势力的来源及激励性接入定价政策,得出电信监管部门实施对网间结算费的直接规制,没有减弱市场势力,反而抑制了主导性厂商提高接入质量和研发创新.     

Hedonic study on mobile telephony market in France: pricing–quality strategies

This paper provides a hedonic price analysis of mobile telephony services for the French market. We adopt the hedonic price theory to examine the relationship between changes in price levels and the evolution of the market for mobile telecommunications industry in France from June 1996 to December 2002. The results support the hypothesis that there was price competition between service providers in the earlier period. There were also large differences in prices set by individual service providers which, however, did not persist over time. Next, using estimates from hedonic-price equation for each operator separately, we found that the three-mobile providers seemed to adopt similar pricing strategies over the period 1996–2002. Quality indexes are also calculated. The results of a comparative analysis indicate that in the period 2000–2002 neither the quality nor the price indexes show significant changes for the three mobile providers. These results are of some consequence, especially after the French competition authority decision in December 2005 which stated the existence of collusion on the mobile market during the same period (2000–2002). Surprisingly, our primer results supporting the assumption of potential collusive conduct in France are not re-affirmed when comparing the French and German markets.     

Voluntary pricing mechanisms for green product purchase: altruistic versus self-enhancing consideration

Voluntary pricing mechanisms, such as Pay-What-You-Want (PWYW), could be a better pricing strategy to substitute for cash discount promotions. They can effectively promote the sales of conventional goods and services, while being influenced by socio-psychological variables. However, there is no clarity on the relative assessment of the impact of pricing frames, such as PWYW and Mark-Off-Your-Own-Price (MOYOP), on the consumers’ purchase of green products, where the purchase consideration might vary as the environment protection (altruistic) consideration versus the self-interest (self-enhancing) consideration. Further, there remains ambiguity on when and why such pricing mechanisms will work. This study, through an experiment, examines the buyers’ varied responses for the PWYW price frame versus the MOYOP price frame versus the fixed price frame under the environment protection (altruistic) consideration versus the self-interest (self-enhancing) consideration. It shows that although buyers do not show any difference in the mean voluntary payment between PWYW versus MOYOP frames as such; they prefer PWYW price frame under the environment protection (altruistic) consideration and MOYOP price frame under the self-interest (self-enhancing) consideration. The results show that the perception of price fairness mediates the relationship between pricing mechanism and willingness to buy (WTB). Furthermore, this study finds that price consciousness impacts the indirect effect of pricing mechanisms on WTB via perceived price fairness. The present study is the first to examine and analyze different considerations when the buyers’ preference varied for the PWYW versus MOYOP pricing frames. This study has suggested the underlying role of the perception of price fairness and price consciousness in the participative pricing mechanism on purchase.     

Per piece or per kilogram? Default-unit effects in retailing

Retailers offer a variety of products either per unit or per weight. Depending on the product category, consumers may find either one of these pricing strategies typical and the default. Especially online retailers are increasingly using unit-based prices, which is the non-default for many produce categories. So far, consequences resulting from non-default pricing strategies are unclear. This study addresses the questions of whether and how pricing strategies affect consumer behavior. In a series of four experiments, we show that default pricing strategies exist in the marketplace and that consumers prefer products that retailers offer using default pricing strategies. We also demonstrate that this behavior is due to uncertainty issues when assessing prices in non-default pricing strategies. Furthermore, we elaborate on the influence of weight expectations and explicitly stated weight information on this default-unit effect. The findings suggest that retailers can mitigate negative effects resulting from non-default pricing strategies by providing weight information.     

Impacts of product type and representation type on the perception of justice and price fairness

Consumers make purchasing decisions every day. This paper investigates perceptions of justice and price unfairness, where the product (hedonic vs. utilitarian) is presented either in a more abstract (verbal) or a more concrete (photo) way in a context of discriminatory pricing—a widely-employed marketing practice. Two experimental studies were completed. Results show an interaction between product and representation types. When consumers pay more than others to purchase utilitarian products that are concretely represented, participants perceive more unfairness when compared to hedonic products. However, when consumers pay more than others to purchase utilitarian products abstractly represented, the perception of unfairness decreased compared to hedonic products. For consumers and practitioners, this study offers important contributions—it presents situations in which a discriminatory price can result in a different perception of injustice or price unfairness to informed consumers. Accordingly, implications of these findings for the literature, consumers, and managers are discussed.     

Hedonic theory,marketing research,and the analysis of complex goods

It is argued that marketing people may benefit from adopting the hedonic methodology used by economists, especially when analysing price/quality relationships, but also in order to make better evaluations of differentiated products. Hence the paper introduces the theoretical and empirical aspects of hedonic analysis and gives some suggestions for the improvement of the econometric analysis of price/quality relationships. In addition, the application of the hedonic methodology is shown on a sample of 528 Danish house transactions, and the advantages of hedonic analysis are demonstrated.     

Service pricing: An empirical investigation

The purpose of the present study is to explore the pricing objectives that service companies pursue along with the pricing information that they collect in order to price their services. Analyzing data from 170 companies operating in six different service sectors, the study concluded that the companies in our sample tend to follow a hierarchy of pricing objectives with a particular emphasis being placed on the companies’ customers. Furthermore, they tend to collect more than one type of information giving particular emphasis on the existing competitors’ prices. The study also revealed that the pricing objectives and the pricing information vary across the different service sectors and tend to interrelate.