北京市消费者为高水平家庭服务支付意愿分析——基于广义虚拟经济理论的视角

Are Consumers Willing to Pay More for a High Level of Domestic Services in Beijing ——Based on the Perspective of Generalized Virtual Economy

家庭服务业是关乎国计民生的重要服务产业之一,但其在发展过程中也遇到了诸多的困境。基于消费者心理需求的广义虚拟经济理论为突破上述困境提供了有益的视角。本文基于对北京市居民的问卷调查,运用基于样本选择的有序probit模型,探究了不同层次的家庭服务对消费者支付意愿的影响,得到了家庭服务工作的层次越高,消费者越倾向于进行高水平支付的主要结论。最后,本文为我国家庭服务业的发展提出了政策建议。

Domestic service is an important industry of China’s economy, but nowadays it has run into some harsh problems. The theory of generalized virtual economy shows a good way to solve the hardness in the domestic services industry. Based on a survey in Beijing, This article applies the sample selection with or-dered probit model to analyze how consumers’ willingness to pay, in each scale, is influenced by different level of domestic services. The article draws the conclusion that the higher the domestic service level do, the more the consumers are willing to pay, because they have a high level of psychological demand. Finally, some suggestions are proposed as advices to the development of China’s domestic services.