消费者对茶油的价值认知实证研究——基于福州消费者的调查

Empirical Analysis of Consumers’Cognition of Oil-tea Camellia Seed Oil Value——Based on Consumers’Investigation of Fuzhou

消费者对茶油价值认知不足产生的信息不对称使得茶油市场失灵,潜在的市场需求无法转变为实际的市场需求。调查统计表明,消费者对茶油具有较好的知名度,但却只有较低的价值认知度。影响消费者对茶油价值认知的主要因素包括消费者的性别、学历、收入水平和对健康的关注程度。对茶油价值的认知不再依赖于通过直接的生产地接触获取,也不依赖于经常购买日常食品。根据实证分析可以预测,对茶油价值认知度高的消费者将越来越多,需要通过不断消除居民的性别偏好意识、促进教育资源的平等分配,降低接受高等教育的门槛、促进收入合理分配和不断提高居民对健康的关注水平来促进消费者对茶油价值的认知。

Consumer lacking of cognition of oil-tea camellia seed oil value causes asymmetric information and mar- ket failure,which makes the potential market demand can＇t become actual market demand.Through counting wheth- er consumer heard of oil-tea camellia seed off and which value does they kown,we find that most of consumers heard of it,however,just a small part of consumers have a high cognition of its value.We also find that sex,education- al background,income and concern of health are the main reason of impacting on consumers＂ cognition of off-tea camellia seed oil value.Consumers＂ cognition of off-tea camellia seed oil value no more depend on the planting and processing places and buying of daily food.From the empirical result,we can predict that increasing people will have a high cognition of oil-tea camellia seed oil value.In order to stimulate consumers＂ cognition of oil-tea camellia seed oil value,we need continue to eliminate the residents＂ awareness of gender preference, and promote the equita- ble distribution of educational resources, and reduce the difficulty for access to higher education, and promote the ra- tional allocation of of income ,as well as improving health concerns of people.