意愿的货币化评估:条件估值法在媒体公共服务价值评估中的应用及前景  

Monetized Valuation of Willingness:Application and Prospect of Contingent Valuation Method in the Public Service Media Valuation

作　　者：殷琦[1] 祁琪 Yin Qi;Qi Qi(School of Journalism and Communication,Xiamen University)

机构地区：[1]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻界》2022年第8期58-65,88,共9页Journalism and Mass Communication

基　　金：福建省高校以马克思主义为指导的哲学社会科学学科基础理论研究课题“融合背景下做大做强主流媒体平台研究”(JSZM2020008)。

摘　　要：价值评估对建立媒体公共服务的规范性与正当性、保证媒体资源分配与政策实施的合理性意义重大。作为一种典型的陈述偏好调查方法,条件估值法(CVM)通过构建假想市场引导受访者表达对公共物品的支付或受偿意愿,以此估算公共物品的货币化价值,它既契合了当下公共服务模式转型与新公共服务理念对公众参与和公众需求的倡导与强调,也因公众内容付费习惯的逐渐养成而具备可实践性。文章梳理了CVM的起源、发展与特点,并介绍与分析了这一方法在媒体公共服务价值评估中的操作流程及应用前景,以期为中国的媒体公共服务价值评估的研究和实践提供一种新的思路与方法。Valuation is of great significance to establish the standardization and legitimacy of public service media,as well as ensure the rationality of media resource allocation and policy implementation.As a typical stated preference survey method,contingent valuation method(CVM)induces respondents to express their willingness to pay or compensate for public goods by constructing a hypothetical market in order to estimate the monetized value of public goods.The CVM not only conforms to the current public service mode transformation as well as the advocacy and emphasis of the new public service concept on the public participation and the public demand,but also is practical due to the gradual development of the public’s paying habit for media content.This paper combs the origin,development and characteristics of CVM as well as introduces and analyzes the operation process and application prospect of the method in the public service media valuation,which can provide a new perspective and method for the research and practice of the public service media valuation in China.

关 键 词：条件估值法(CVM) 媒体公共服务 陈述偏好 支付意愿(WTP) 

分 类 号：G211[文化科学—新闻学]