心理因素对条件价值法评价结果的影响

Psychological Effect on the Forest Recreational Evaluation Applying the Contingent Value Method

该文对森林游憩资源价值评价中的条件价值法进行了简要介绍。根据行为经济学的理论,认为条件价值法对受访者支付意愿或补偿意愿的调查过程实质上就是受访者的风险决策过程。因此,受访者的选择结果受到非理性心理因素的影响,从而使评价结果偏离了森林游憩资源的真实价值而产生"心理偏差"。可能出现的"心理偏差"主要有:"有限理性"偏差、"风险态度"偏差、"比较心理"偏差、"心理账户"或"心理双轨"偏差。

This paper introduces the contingent value method (CVM). Based on the theories of behavior economics, when the CVM is applied to investigate people's willingness to pay (WTP) or willingness to accept (WTA) for forest recreational resources, the interviewees' answers are based on a risk decision-making. And the interviewees' choices are effected by some reasonless psychological factors which will bring bias — so-called psychological bias—the bias between the practical value and the measuring value of forest recreational resources. The main types of psychological bias include limited rational bias, risk propensity bias, comparative psychology bias, psychological account bias or double psychological route bias.