[1]姜百臣,米运生,朱桥艳.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[J].南京农业大学学报(社科版),2017,17(04):128-137.
　JIANG Baichen,MI Yunsheng,ZHU Qiaoyan.Consumer’s Preference of Agricultural Products Quality Attributes: a Study Based on Hedonic Model[J].Journal of Nanjing Agricultural University(Social Science),2017,17(04):128-137.
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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()
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南京农业大学学报（社科版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
17
期数:
2017年04期
页码:
128-137
栏目:
农业经济
出版日期:
2017-06-20

文章信息/Info

Title:
Consumer’s Preference of Agricultural Products Quality Attributes: a Study Based on Hedonic Model
作者:
姜百臣1;  米运生1;  朱桥艳2
1. 华南农业大学 经济管理学院, 广东 广州 510642;
2. 广州城建职业学院, 广东 广州 510925
Author(s):
JIANG Baichen1;  MI Yunsheng1;  ZHU Qiaoyan2
关键词:
质量特征; 消费者选择偏好; Hedonic模型; 农产品
分类号:
F323.7
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:
Agricultural product quality-information asymmetry leads to the lack of consumer willingness to pay, resulting in the structural imbalance between supply and demand. The existing research and the solution mainly focused on the traceability system and certification system to provide the quality information and increase the credibility to consumers in China, however, few studies revealed consumers preferences on the quality characteristics. Using Hedonic price model to the high-quality agricultural products such as pork produced for Hong Kong, local pork and organic pork, this study found that the selection and weight assignment by consumers on the quality of edible agricultural products’ ‘intrinsic property’(including nutrition, taste, quality and safety, freshness, and health status) were the highest, whose price elasticity was 0.1288, followed by ‘quality and safety certification’ and ‘advertising’ information, whose price elasticity was 0.0224 and 0.017 respectively. Therefore, the adjustment of the structure of the supply side should focus on improving the quality of information and transmission efficiency, improving the quality certification of the trustworthiness of high-quality agricultural products. Identification of the ‘short plate’ in the adjustment of the structure of the supply side is conducive to the realization of the market mechanism of higher prices for better quality.

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备注/Memo

备注/Memo:
收稿日期:2016-08-13。
基金项目: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）
作者简介:姜百臣,男,华南农业大学经济管理学院教授,博士生导师。E-mail:bjiang2006@163.com。
更新日期/Last Update: 2017-06-20