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本文在构建安全农产品消费者额外支付意愿形成过程框架和分析农产品不同安全属性的消费者感知差异基础上,以江苏省城市消费者为调查对象,借鉴条件价值评估法中的情景描述法获取了419位消费者的调查数据,运用配对T检验和结构方程模型检验了安全猪肉叠加属性与单一属性的消费者感知差异及对额外支付意愿的影响。研究结果显示,安全猪肉可追溯和无公害认证属性的叠加能显著提高消费者的信任程度和额外支付意愿,并显著降低消费者的信息不对称感知、机会主义恐惧和不确定性感知;属性叠加后的作用互补能提升消费者购买意愿对额外支付意愿影响的显著性水平;消费者对安全猪肉大量的潜在购买意愿仍未能转化为额外支付意愿。
On the basis of constructing the process framework of the willingness of consumers to make extra payments and the consumers’ perceived differences in the different security attributes of agricultural products, this paper takes the urban consumers in Jiangsu Province as the survey object and uses the scenario description method of the conditional value assessment method to obtain 419 Consumers survey data, the use of paired T-test and structural equation model to test the safety of pork with a single attribute attributes and consumer discrepancy perception differences on the willingness to pay. The results show that the combination of safe pork traceability and pollution-free certification attributes can significantly increase consumer trust and additional willingness to pay, and significantly reduce consumer perceived information asymmetry, opportunistic fear and uncertainty perception; attribute superposition After the complementary role of consumers to increase willingness to buy will increase the level of significance of the willingness to pay; consumers a lot of potential safety pork purchase still failed to translate into an additional willingness to pay.