基于随机n价实验拍卖的消费者食品安全风险感知与补偿意愿研究  

Consumers' Food Safety Risk Perceptions and Willingness to Accept:Based on a Random nth-price Auction

作　　者：吴林海 钟颖琦 洪巍 吴治海 

机构地区：[1]江南大学江苏省食品安全研究基地 [2]江南大学商学院 [3]江苏省江大绿康有限公司

出　　处：《中国农村观察》2014年第2期60-72,94,共13页China Rural Survey

基　　金：国家自然科学基金项目"基于消费者偏好的可追溯食品消费政策的多重模拟实验研究:猪肉的案例"(项目编号:71273117);"食品安全网络舆情演化机理与应对策略研究"(项目编号:71303094);国家软科学计划项目"中国食品安全消费政策研究"(项目编号:2013GXQ4B158);江苏省自然科学基金项目"基于复杂网络的食品安全舆情的演化机理与动力学仿真研究"(项目编号:BK2012126);江苏省高校哲学社会科学优秀创新团队建设项目"中国食品安全风险防范研究"(项目编号:2013011)的资助

摘　　要：本文以橙汁中的添加剂为例,采用随机n价拍卖机制模拟真实的市场环境,引入Tobit模型与多元线性模型,考察消费者使用鲜榨橙汁交换含有添加剂的橙汁时,愿意接受的补偿意愿以及橙汁中添加剂的正、负面信息对消费者食品添加剂风险感知的影响。结果表明:消费者对橙汁添加剂的负面信息赋予更高的权重,对橙汁添加剂具有较高补偿意愿的并不是对添加剂不了解的消费者,而是有些了解的消费者;对信息的加工能力、对自身及家人健康的关注程度以及对信息后果预见能力等变量都对消费者的补偿意愿产生影响;消费者的补偿意愿具有锚定效应,受其初始报价的影响显著。因此,及时且准确地发布有关食品安全风险的信息,努力在源头上遏制媒体尤其是食品网络舆情对消费者食品安全风险的误导,基于消费者群体间的差异采用不同的交流策略,消除消费者的食品安全恐慌是构建食品安全风险交流机制最基本的内容。In this study,a real market environment was simulated via a random nth-price auction.Consumers' willingness to accept orange juice containing additives in place of freshly squeezed orange juice,as well as the effects of positive and negative information of orange juice additives on consumers' risk perceptions of food additives,was then examined using Tobit and multivariate linear models.Finally,three findings were obtained,a.Negative information of orange juice additives was given a higher weight by consumers;consumers with some knowledge about additives,rather than those without knowledge about additives,had a higher willingness to accept,b.Information processing capacity,concern about the health of themselves and their families,and the ability to foresee the consequences of information had an impact on consumers' willingness to accept,c.The initial bid had a significant anchoring effect on consumers' willingness to accept.Therefore,the most basis task in building the food safety risk communication mechanism is to eliminate consumers' scares about food safety by disclosing timely and accurate information about food safety risks,preventing misguidance in food safety risks by the media,especially online public opinion about food,at the source,and employing different communication strategies based on the differences among consumer groups.

关 键 词：食品安全 风险感知 补偿意愿 风险交流 随机n价拍卖 

分 类 号：F713.5[经济管理—市场营销]