优质农产品质量特征的消费者选择偏好与价格支付意愿——基于Hedonic模型的研究

发布时间：2018-04-09 23:38

  本文选题：质量特征　切入点：消费者选择偏好　出处：《南京农业大学学报(社会科学版)》2017年04期

【摘要】：农产品质量信息不对称有可能导致消费者支付意愿不足、优质不优价,造成低端农产品供给过剩、优质农产品供给不足,出现质量性和数量性供求结构失衡的双重矛盾。构建从生产者到消费者的可追溯制度和监测认证制度,虽然可以向消费者提供质量信息,增加产品可信度,但是,生产者释放的质量信息是否能与消费者对质量特征信息的微观解读和选择偏好相吻合是解决问题的关键所在,这方面的研究并没有受到足够的重视。完整获取消费者对农产品蕴涵的各个质量特征信息的认知和选择偏好,可以计算出各质量特征的价格,从而,理解市场价格的构成及其相互作用。通过以供港猪肉、一号土猪肉和有机猪肉为代表的优质农产品的问卷研究发现,消费者对农产品食品的"内在属性"(包括营养、口感、品质、安全性、新鲜程度、卫生状况等)的选择权重及赋值最高,其特征价格弹性为0.1288;其次依次为"质量安全认证"信息和"广告效应"信息,其特征价格弹性分别为0.0224和0.017。这些质量特征价格排序及量值,可以提示我们重点应该加强那些能够提高其质量信息的显示与传递效率、提高其质量认证的可信任度的优质农产品及其为消费者所认可的质量特征,找出农产品供给侧结构调整的短板,实现优质优价的市场机制。
[Abstract]:The asymmetry of agricultural product quality information may lead to the consumers' insufficient willingness to pay, the high quality unfavorable price, the oversupply of low-end agricultural products, the insufficient supply of high-quality agricultural products, and the double contradiction of the structural imbalance between the quality and quantity of supply and demand.Building traceability systems and monitoring certification systems from producers to consumers can provide consumers with quality information and increase product credibility, but,The key to solve the problem is whether the quality information released by producers can be consistent with consumers' micro interpretation and preference of quality characteristic information, and the research on this aspect has not been paid enough attention to.The price of each quality characteristic can be calculated by obtaining the consumers' cognition and choice preference of the quality characteristic information contained in the agricultural products, so as to understand the composition of the market price and its interaction.Through the questionnaire research on high-quality agricultural products, such as pork supplied to Hong Kong, No.1 pork and organic pork, it is found that consumers have "intrinsic attributes" (including nutrition, taste, quality, safety, freshness) to agricultural products.The selection weight and assignment value were the highest, the characteristic price elasticity was 0.1288, followed by "quality and safety certification" information and "advertising effect" information, its characteristic price elasticity was 0.0224 and 0.017 respectively.These quality features, such as price ranking and quantity, suggest that we should focus on enhancing the efficiency of displaying and transmitting quality information.The high quality agricultural products which can be trusted to improve their quality certification and their quality characteristics approved by consumers, find out the short board of agricultural product supply-side structure adjustment, and realize the market mechanism of high quality and high price.
【作者单位】： 华南农业大学经济管理学院;广州城建职业学院;
【基金】：广东省自然科学基金项目“逆向选择与消费偏好逆转:基于供港食品的实验经济视角”(S2012010010281) 华南农业大学经济管理学院211项目“农业企业组织异构与农户合作共生机制——基于信任视角的研究”(2011211YB03)
【分类号】：F322;F713.55
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本文编号：1728703