异质性农户对宽带服务属性的偏好及支付意愿研究  

A Study on the Heterogeneous Farmers' Preference and Willingness to Pay for Broadband Service Attributes

作　　者：韩青[1] 刘晓倩[1] 

机构地区：[1]中国农业大学经济管理学院,北京100083

出　　处：《统计与信息论坛》2018年第1期106-113,共8页Journal of Statistics and Information

摘　　要：基于鲁豫苏晋四省农户问卷调查数据,采用选择的联合分析方法,运用随机参数模型和潜类别模型,研究农户对宽带服务属性的偏好及支付意愿。研究表明:当前农户对智能终端和互联网知识及操作技能的缺乏阻碍了宽带在农村地区的推广,互联网使用的熟练程度存在着性别差异。农户对宽带速度的偏好最高,其次为宽带的赠送服务、提供宽带服务的运营商属性;64%的样本农户更倾向于选择初装成本低、有赠送服务的经济实惠性宽带产品。农户年龄、家庭收入等特征显著影响其对宽带速度的选择。由此,提出加强农村居民的信息技术培训、政府加大对农村信息基础设施建设投入、电信运营商要根据农户特征制定差异化的营销策略等政策建议。Taking farmers of Chinese four provinces as example,this paper analyzes farmers' preference and willingness to pay for broadband service attributes by using choice based conjoint analysis.The results show that lack of skills and knowledge to intelligent terminal and internet operation hinder the spread of broadband in Chinese rural regions.The proficiency of internet exists gender difference.Farmers have the highest preference of broadband speed,followed by the complimentary service of broadband and operators' properties.That 64% of samples are more likely to choose low cost of primary installation and complimentary service.The farmers' age and household income will affect significantly their choice about the speed of broadband.Therefore,the government should strengthen information technology training in rural regions,and increase investment of rural information infrastructure construction.Telecon operators need make different marketing strategy according to the farmers characters.

关 键 词：宽带 选择实验 支付意愿 随机参数模型 潜类别模型 

分 类 号：G203[文化科学—传播学] C811[社会学—统计学]