基于随机n价实验拍卖的消费者食品安全风险感知与补偿意愿研究

本文以橙汁中的添加剂为例,采用随机n价拍卖机制模拟真实的市场环境,引入Tobit模型与多元线性模型,考察消费者使用鲜榨橙汁交换含有添加剂的橙汁时,愿意接受的补偿意愿以及橙汁中添加剂的正、负面信息对消费者食品添加剂风险感知的影响。结果表明:消费者对橙汁添加剂的负面信息赋予更高的权重,对橙汁添加剂具有较高补偿意愿的并不是对添加剂不了解的消费者,而是有些了解的消费者;对信息的加工能力、对自身及家人健康的关注程度以及对信息后果预见能力等变量都对消费者的补偿意愿产生影响;消费者的补偿意愿具有锚定效应,受其初始报价的影响显著。因此,及时且准确地发布有关食品安全风险的信息,努力在源头上遏制媒体尤其是食品网络舆情对消费者食品安全风险的误导,基于消费者群体间的差异采用不同的交流策略,消除消费者的食品安全恐慌是构建食品安全风险交流机制最基本的内容。     

Factors Influencing Consumers' Decision to Purchase Beef

Abstract

The South Korean beef import market was deregulated in 2000. As the beef import quotas were lifted in January 2001, increased market opportunities became available for exporters. Beef exporters are allowed to have direct communication with beef merchandisers in South Korea, which enable them to respond to Korean consumer demand more effectively. Korean consumers apparently have a negative perception on the quality of imported beef. However, little information is available to guide international beef exporters in the design of an export market development program. This study used a consumer mail survey in order to examine the Korean consumer beef market. While this study is exploratory by nature, it goes beyond traditional demand analysis, and it aims to provide comprehensive information on the important factors affecting Korean consumers' beef purchasing behavior. Marketing implications for beef exporters are drawn.     

异质性信息对消费者购买意向的影响：以转基因大米为例

消费者对转基因食品的购买意向无论是对转基因食品商业化的可行性,还是对经济主体的决策,都具有重要影响。本文构建了一个信息如何影响消费者对转基因食品态度的分析框架,并基于2018年江苏省城市居民调查数据,采用多值Logit模型,估计了由3类信息发布主体、不同偏向的信息内容组成的异质性信息对消费者购买转基因大米意向的影响。调查结果显示,正反两方面信息均会明显降低消费者对转基因大米的购买意向,其中,负面信息的影响更为显著。实证结果表明,消费者对生物技术研发机构、转基因生物安全管理部门或转基因技术专家的信任能够显著提升他们购买转基因大米的意向,但消费者对环保组织的信任能够显著降低他们购买转基因大米的意向。此外,信息更容易影响初始意向为愿意购买或不清楚的消费者;初始意向为不愿意购买的消费者更容易坚持原始态度。     

Consumers' Willingness to Pay for Quality and Safety in Clams

The aim of the research is to estimate the potential demand for certified clams in Italy and to investigate the determinants of maximum amount that respondents are willing to pay for this product. Quantitative analysis was used based on 1,067 face-to-face interviews collected in 3 Italian regions in the north bordering the Adriatic Sea (Friuli-Venezia Giulia, Veneto, and Emilia-Romagna) carried out during 2008. The consumers' willingness to pay (WTP) is measured using a contingent valuation method. In order to estimate separately the determinants of the probability that respondents are willing to pay and the maximum that they are willing to pay, a generalization of Tobit model was adopted. The results indicate that consumers are willing to pay a premium price mainly to purchase better quality products. The research provides some initial insight into consumers' WTP that can be useful for certified fish farming.     

消费者生鲜食品的质量信息认知和安全消费行为分析

本文通过对我国3个省份消费者的生鲜食品质量认知和安全消费行为的实证研究,结果表明:消费者购物渠道的选择与当地的经济发展水平和市场发育程度密切相关;消费者的家庭收入、受教育水平和所在地的市场发育程度对其认证食品的消费有显著的正向影响;尽管消费者对认证食品的质量评价较好,由于经济条件的限制以及消费者无法确定食品质量等因素,导致消费者对认证食品没有产生现实的购买力.为此,应加强政府组织对食品质量信息的监管,保证食品认证标准的统一性和真实性.逐步降低认证食品的生产成本和信息传递成本,从而降低认证食品的总体价格水平,增强消费者对安全食品的购买能力.     

基于支付意愿的有机食品需求分析

本文以山东省济南等5个城市的588个消费者为调查对象,利用计划行为理论(Theory of Planned Behavior,TPB)研究了消费者有机食品的购买意愿,构建Logit回归模型分析了影响城市消费者购买有机食品的主要因素.研究结果表明,城市消费者有机食品购买意愿受收入状况、对有机食品的信任度、有机食品的价格、消费者对自身健康的关注程度等因素的影响比较显著,而消费者的年龄、文化程度、对环境保护的关注程度等因素影响较弱.     

上海鲆鲽类产品消费者行为分析

在上海市场上,鲆鲽类近年来一直是一种重要的水产消费品。为了解上海地区鲆鲽类产品的消费情况,论文选择了上海的不同区域对消费者进行了问卷调研。整理的调研结果表明当前上海消费者已经对鲆鲽类有了一定的认知和消费行为,但其程度还较低。通过对调查结果的回归分析,文章讨论了显著影响其认知和消费的因素,并根据调研和统计结果对上海鲆鲽类产品的市场拓展提出建议。     

影响消费者对转基因标识政策选择的因素分析

本文首先介绍了目前国内外对转基因产品标识问题的争论,然后建立模型,从理论上分析了消费者对转基因产品的偏好、生产成本节约对消费者的转嫁、标识成本对消费者的转嫁、转基因产品在产品中所占比重等4个因素如何影响消费者对转基因标识政策的选择。     

European Consumers' Willingness to Pay for U.S. Beef in Experimental Auction Markets

Consumers' willingness to pay for Irish, Norwegian, U.S. hormone-free, and U.S. hormone-treated beef was studied in an experimental auction market. We ran four simultaneous second-price auctions to elicit efficiently the complete distribution of willingness to pay differences among our four alternatives. Most participants preferred domestic to imported beef, and half the participants preferred Irish to U.S. hormone-free beef. Hormone-treated beef received the lowest mean bid, but 28% of the participants were indifferent or preferred U.S. hormone-treated to U.S. hormone-free beef.     

Consumers' Willingness to Pay for the Color of Salmon: A Choice Experiment with Real Economic Incentives

In most retail markets, sellers post the price and consumers choose which products to buy. We designed an experimental market with posted prices to investigate consumers' willingness to pay for the color of salmon. Salmon fillets varying in color and price were displayed in twenty choice scenarios. In each scenario, the participants chose which of two salmon fillets they wanted to buy. To induce real economic incentives, each participant drew one binding scenario; the participants then had to buy the salmon fillet they had chosen in their binding scenario. The choice data were analyzed with a mixed logit model.     

农业保险购买意愿影响因素的实证研究

本文从von Neumann-Morgenstern效用函数和J.斯蒂格利茨的保险需求理论出发,运用Logit计量模型对武汉市和兴山县100个农户的调查资料进行实证分析。结果表明,农户的家庭农业收入、耕地面积及受访者的受教育年限和务农年限,对农业保险的购买意愿有显著影响。     

山区农户绿色农产品生产的意愿研究--安徽皖南山区茶叶生产的实证分析

绿色农产品已逐渐成为市场需求的主流,同时种植绿色农产品也成为农民增加收入的重要来源。目前对种植绿色农产品的微观主体——农民的生产意愿以及影响意愿的相关因素的研究甚少。本文对皖南山区茶叶生产进行了典型调查,收集到相关数据,并在此基础上进行数据分析,研究山区农户种植绿色农产品生产的意愿以及影响因素。     

Effects of Label Information on Consumer Willingness-to-Pay for Food Attributes

Choice experiments (CEs) are often used to elicit consumer willingness-to-pay (WTP) for food attributes. A concern about these approaches is that food attributes provided to respondents are assumed independent of attributes not provided. We use surveys containing a series of CEs to investigate effects of adding beef steak attributes. WTP for important attributes in the CEs decrease when the number of attributes increases from three to four, while WTP increases when the number of attributes increases from four to five. Changes in WTP for attributes depend on their relationships with newly added attributes and the number of attributes presented.     

基于影响因素层级划分的消费者网购家具意愿研究

在哈尔滨市家具卖场问卷调查的基础上,从人口统计变量、服务品质、价格权衡、感知风险、社会认同、心流体验、期望绩效7方面设计调查问卷,运用描述性统计分析方法和关联性统计分析方法对影响消费者网购家具意愿的因素进行识别和筛选,并通过解释结构分析模型(ISM),进一步分解出影响因素之间的结构性分布及其逻辑性关联。研究结果表明,影响消费者网购家具意愿的因素共17个,且处于不同的层次和级别,即相互影响又独立发挥作用,被划分为表层直接影响因素、中层间接影响因素和深层根源影响因素。     

Dairy Products Market Segmentation: The Effects of Country of Origin on Price Premium and Purchase Intention

This study examines the impact of country of origin and other marketing factors on perceived price premium and purchase intention of dairy products. Applying factor analysis and 2-step cluster analysis, the article finds that there are 4 segments in the Thailand dairy market. The respondents in each segment perceive quality of products from 6 countries (or regions) differently. Three segments that consider country of origin have their evaluation of price premium and purchase intention of products from each country higher than the remaining segment. The applications to market strategy of international food companies and agribusiness industries are discussed.     

江苏林农对杨树苗购买环节密切协作的意愿研究

本文以江苏省杨树产业为例，通过对林农的实地调查资料，集中分析了杨树苗购买环节林农的纵向协作形式选择行为，发现农户树苗主要通过市场购入，面临很大的苗质风险，因而对树苗品质最为关注。通过对林农参与集体合作采购方式的意愿及影响因素研究后发现，农户有积极的参加意愿，并受到户主的年龄、户主受教育程度、树苗品质、树苗价格、供应商声誉、距离远近和家庭中是否有人从事非农职业等因素的影响。     

Consumers' Willingness to Pay for Locally Produced Ground Beef: A Case Study of the Rural Northern Great Plains

This study examined consumers’ preferences and willingness to pay (WTP) for locally produced ground beef with an emphasis on the impacts of product attributes and the heterogeneity caused by rural consumers’ characteristics. We applied the choice-based conjoint technique to analyze data collected from a typical rural town in the Northern Great Plains. The results indicate that location associated product brand differences and leanness were dominant components affecting consumers’ WTP. The premium of locally produced ground beef for consumers with a close tie to local production is $0.48/lb. Cut difference, grass-fed, and organic were trivial factors in determining consumers’ WTP.