基于选择试验法的消费者茶叶质量安全属性偏好实证研究  

Empirical Study on Consumers'Preference to Tea Quality and Safety Attributes Based on Choice Experiments

作　　者：张国政[1] 赵晓静 姚珍[1] 唐文源[1] ZHANG Guo-zheng;ZHAO Xiao-jing;YAO Zhen;TANG Wen-yuan(School of Business,Hunan Agricultural University,Changsha 410128,PRC)

机构地区：[1]湖南农业大学商学院,湖南长沙410128

出　　处：《湖南农业科学》2020年第2期79-82,共4页Hunan Agricultural Sciences

基　　金：国家社科青年基金项目(12CGL046)。

摘　　要：在国内外文献的基础上,以湖南省长沙市633名消费者为研究样本,运用Mixed Logit模型估计了消费者对不同质量安全属性的偏好并估算了消费者对绿色、有机茶叶质量安全属性水平的支付意愿。结果表明:在假想市场条件下,消费者对产地、知名品牌、有机认证、绿色认证、不知名品牌均表现出了不同程度的偏好和溢价支付意愿。On the basis of domestic and foreign literature,this paper takes 633 consumers in Changsha City of Hunan Province as the research subjects.The Mixed Logit model is used to estimate the preference of consumers for different tea quality and safety attributes,and the willingness of consumers to pay for the quality and safety attributes of green and organic tea is estimated.The results show that in the hypothetical market conditions,consumers for the origin,well-known brands,organic certification,green certification,unknown brands have shown different degrees of preference and willingness to premium payment.

关 键 词：茶叶 质量安全属性 MIXED LOGIT模型 消费者偏好 支付意愿 

分 类 号：F326.6[经济管理—产业经济]