基于Hedonic模型的安全认证型大米价格形成机制的研究

发布时间：2018-05-30 00:29

本文选题：Hedonic模型 + 安全认证型大米　；参考：《湖南大学》2014年硕士论文

【摘要】：本文从消费者视角出发，以安全认证型大米为研究对象，在473份有效调查问卷的基础上，利用Hedonic模型，探讨安全认证型农产品的价格形成机制。通过对安全认证型大米的特征束集进行有效分解，考察粒形、杂质含量等物理特征，弹性、口感等食味特征，免淘洗、营养成分等产品特征，保质期、化肥农药残留等安全特征，以及认证标志、QS认证、HACCP体系等认证特征之于消费者效用的大小，以及各自对价格的增值贡献度与市场隐含价格，进而探讨安全认证型农产品的价格形成机制。研究结果表明：（1）整体而言，消费者对安全认证型大米的物理特征与食味特征评价良好，尤其是物理特征中的杂质含量与光泽程度，食味特征中的弹性、芳香程度与口感带给消费者的效用较大，市场隐含价格较高，因而这些特征的改善有助于提高安全认证型农产品的价格。（2）保质期、品牌等安全特征与ISO体系认证特征的市场隐含价格不及杂质含量、光泽程度等物理特征与口感、芳香度等食味特征，说明“美味”仍是是消费者的核心需求。但同时人们也不再一味追求“美味”，而是愈加看重农产品的安全特征与认证特征这类隐性需求，如化肥农药残留、品牌、认证标志、QS质量安全认证等，因此从这两种需求上改善农产品质量，既能满足消费者需求，在产品适销对路的情况下亦能为企业和农户带来更大利润。（3）大米等级、营养成分等产品特征之于消费者的效用不大，在大米特征束集中并不是主要构成部分，因此产品特征的优化对价格增幅空间的作用有限。另外，，目前我国农产品市场还存在较为严重的信息不对称，尤其是化肥农药残留方面，致使该具体安全特征对消费者效用产生较大的影响，化肥农药残留度的降低将有效提升产品价格，因而安全认证型农产品“优质优价”仍是未来我国农产品市场发展的客观规律。（4）我国消费者因知识构成等因素对于安全认证型农产品的认知水平存在较大差距，因此提高消费者认知水平与信任度，挖掘潜在消费意识，对于提高安全认证型农产品的市场溢价十分有必要。
[Abstract]:Based on 473 valid questionnaires and Hedonic model, this paper discusses the price formation mechanism of safety certified agricultural products from the perspective of consumers. Through the effective decomposition of the characteristic bundle set of the safety certified type rice, the physical characteristics, such as grain shape, impurity content, elasticity, taste, etc., the characteristics of food taste, product characteristics such as non-washing, nutrition, etc., the shelf life, etc., were investigated. Safety features such as chemical fertilizer and pesticide residues, and the size of certification features such as QS certification / HACCP system to consumer utility, as well as their respective value-added contribution to prices and implied market prices, Furthermore, the price formation mechanism of safety certification agricultural products is discussed. The results show that, on the whole, consumers have a good evaluation of the physical characteristics and taste characteristics of the safety certified rice, especially the content of impurities and the degree of luster in the physical characteristics, and the elasticity of the taste characteristics. The degree of aromaticity and taste bring consumers more utility and the market implied price is higher, so the improvement of these characteristics can help to increase the price of safety certified agricultural products. The market implied price of safety features such as brand and ISO system certification is less than that of impurity content, luster and other physical features and taste, aroma and other flavor features, indicating that "delicious" is still the core demand of consumers. But at the same time, people no longer blindly pursue "delicious", but increasingly attach importance to the safety characteristics and certification characteristics of agricultural products such as hidden needs such as chemical fertilizer and pesticide residues, brands, certification marks, QS quality and safety certification, etc. Therefore, improving the quality of agricultural products from these two kinds of demand can not only meet the needs of consumers, but also bring greater profits to enterprises and farmers in the case of marketable products. Product characteristics such as nutritional components have little effect on consumers and are not the main components in rice feature bundles, so the optimization of product characteristics has a limited effect on the price increase space. In addition, there are still serious information asymmetries in the agricultural product market in our country at present, especially in the area of chemical fertilizer and pesticide residues, which makes this specific safety feature have a greater impact on consumer utility. A reduction in the residue of chemical fertilizers and pesticides will effectively raise the price of the product. Therefore, the "high quality and high price" of safety certified agricultural products is still the objective law of the development of agricultural products market in the future. (4) there is a big gap between the cognitive level of safety certified agricultural products in our country because of factors such as knowledge composition. Therefore, it is necessary to improve consumers' cognitive level and trust level and tap potential consumption consciousness for raising the market premium of safety certified agricultural products.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F224;F323.7

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