网购视角下生鲜苹果特征价格分析

发布时间：2019-08-08 19:59

【摘要】：随着电子商务的快速发展,生鲜农产品网购市场日益繁荣。基于在"天猫"网购交易平台上抓取的524份生鲜苹果交易数据,运用特征价格模型分析我国消费者对网购苹果在感官维度、标签维度和网购维度中各属性的支付溢价。结果显示感官维度属性是影响消费者支付溢价最重要的属性,消费者对国产苹果存在负向支付溢价,对网购维度属性溢价结果表明消费者对网购苹果的可靠性存在质疑。
[Abstract]:With the rapid development of electronic commerce, the online shopping market of fresh agricultural products is becoming more and more prosperous. Based on the 524 fresh apple transaction data captured on the "Tmall" online shopping trading platform, the characteristic price model is used to analyze the premium paid by Chinese consumers to the sensory dimension, label dimension and online shopping dimension of online shopping apple. The results show that sensory dimension attribute is the most important attribute that affects consumers to pay premium, and consumers have negative premium to domestic apple. The result of attribute premium of online shopping dimension shows that consumers have doubts about the reliability of online buying apple.
【作者单位】：南京农业大学经济管理学院;江苏省农业现代化研究基地;
【基金】：国家社科基金重大项目基金(编号:14DA037) 2015年中法蔡元培项目(编号:34644SB) 2013年中法徐光启项目(编号:30064QD) 中央高校基本科研业务费创新项目(编号:SKCX2015002)资助
【分类号】：F323.7;F724.6

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