| 摘要: |
| 为了解消费者对可追溯牛肉的偏好情况, 基于北京市实地调研的400份消费者问卷数据, 利用假想价值评估法研究消费者对可追溯牛肉的支付意愿, 重点关注的是依据计划行为理论并选用有序Logistic模型分析消费者对可追溯牛肉支付意愿的影响因素。研究发现:北京市消费者对可追溯牛肉的认知水平较低;但信息强化后, 消费者对可追溯牛肉又表现出较高的认可程度, 只有4.75%的受访者不愿意为可追溯牛肉支付额外价格;然而, 只有20.00%的受访者愿意为每千克可追溯牛肉额外多支付至少20元, 参考当前北京市可追溯牛肉的市场价格, 消费者对可追溯牛肉的支付意愿还是偏低;风险感知障碍、辨别能力障碍、经济实力障碍、牛肉购买数量和年龄这些变量显著影响消费者对可追溯牛肉的支付意愿。根据本研究结论提出对策建议。 |
| 关键词: 消费者 可追溯牛肉 支付意愿 影响因素 有序Logistic模型 |
| DOI：10.11841/j.issn.1007-4333.2014.06.32 |
| 投稿时间：2014-03-04 |
| 基金项目:国家自然科学基金资助项目(70873124, 70973123);生猪产业技术体系北京市创新团队产业经济岗位项目 |
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| Analysis on consumers' willingness to pay for traceable beef and its influencing factors: Based on the spot investigation in Beijing |
|
LIU Zeng-jin, QIAO Juan, LI Bing-long
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| (College of Economics and Management, China Agricultural University, Beijing 100083, China) |
| Abstract: |
| Based on a consumers' survey achieved with 400 questionnaires in Beijing, consumers' willingness to pay for traceable beef was studied by using the contingent evaluation method.The study mainly focused on analysis of the influencing factors based on a theory of planned behavior and ordered logistic regression model in order to acknowledge the consumers' preference for traceable beef.The results indicated as follows:consumers' cognitive level of traceable food was not high;only 4.75% of the respondents who were imparted with the specific information were not willing to pay the extra price for traceable beef;in addition, only 20.00% of the respondents were willing to pay the extra twenty Yuan at least for tractable beef per kilogram, that was to say, consumers' willingness to pay was not high which was compared with the market price of the tractable beef in Beijing;the obstacle to discrimination, the obstacle to economic power, average monthly purchase quantity of beef and consumers' age all influenced consumers' willingness to pay for the traceable beef significantly.Finally, some suggestions were put forward. |
| Key words: consumers traceable beef willingness to pay influencing factors ordered logistic model |
