福州市消费者有机茶支付意愿及其影响因素分析——基于CVM的实证研究

Analysis of the willingness to pay for organic tea and its influencing factors of consumers in Fuzhou——An empirical study based on CVM

应用CVM和OE问卷方法研究福州市茶叶消费者有机茶支付意愿及其影响因素,采用列联表和pearson卡方独立性检验的统计分析方法,发现40-49岁和60岁以上者、本科及以上学历者、身体健康者、茶龄为4-6岁和11岁以上者、月收入3000元以上者对有机茶有大于平均数617.86元/kg的支付意愿。

This thesis has researched the willingness to pay（WTP）of customers in Fuzhou City in organic tea and has researched the factors which influences the WTP by the use of OE of CVM.From the result of contingency tables and the chi-square test of independence.we discovered that the customers between 40 and 49 years old including older than 60 years;who has undergraduate course qualification including higher than it;who has healthy condition;whose tea ages are 4 or 5 or 6 years long including more than 11 years long and who has month-pay of more than 3000yuan have a more large WTP than the average of 308.93 yuan per 500g in organic tea.