认证标识是否存在来源国效应?——有机番茄的案例  

Does Certification Logo Exist Country-Of-Origin Effect? The Case Study of Organic Tomatoes

作　　者：尹世久[1] 王小楠[1] 陈雨生[2] 

机构地区：[1]曲阜师范大学山东省食品安全治理政策研究中心,山东日照276826 [2]中国海洋大学管理学院,山东青岛266100

出　　处：《统计与信息论坛》2015年第8期99-105,共7页Journal of Statistics and Information

基　　金：国家社会科学基金重大项目<食品安全风险社会共治研究>(14ZDA069);国家社会科学基金青年项目<我国食品安全认证与追溯耦合监管机制研究>(13CGL128);国家自然科学基金青年项目<消费者多源信任融合模型及政策应用研究>(71203122)

摘　　要：以有机标识为例,以番茄为拍卖标的物,引入BDM拍卖机制研究不同来源国认证标识的消费者偏好,并通过多项Logit模型探究影响来源国效应的主要因素。结果表明,消费者对不同来源国有机标识的出价之间存在显著差异,消费者普遍偏好来自发达国家(或地区)的有机标识,验证了认证标识来源国效应的存在。不同个体特征消费者群体性偏好普遍存在不同倾向。消费者的有机知识与食品安全意识对其偏好选择具有较强影响,而生态意识的影响较弱。来源国效应的差别化,应成为厂商目标市场选择和认证制度安排的重要参考依据。This paper choose organic tomatoes as auction subject matter, introducing BDM auction mechanism to research consumers preferences for food safety certification logos with different sources, and through the multinomial Logit model to explore the main factors influencing the country of origin effect. The results show that, there are significant differences between consumers bids for organic logos of different sources, and consumers generally prefer organic identified from the developed countries （or regions）, verifying the exists of country-of-origin effect in food safety certification. Preferences of consumer groups with different individual characteristics usually show different tendencies. Consumers＂ organic knowledge and food safety consciousness have strong influence to its preference choices, while the influence of the ecological consciousness is a little weak. The differentiation of country- of- origin effect should be regard as an important reference of manufacturers＂ target market selection and certification system arrangement.

关 键 词：有机番茄 支付意愿 来源国效应 BDM机制 多项Logit模型 

分 类 号：F713.54[经济管理—市场营销]