基于Conjoint Analysis方法的延边黄牛肉安全性价值评价

Based on the Conjoint Analysis method of Yanbian yellow beef safety value evaluation

本文应用选择型Conjoint Analysis方法,根据概率及效用理论（Random Utility Theory）设计了选择型实验模型,并利用问卷调查数据测定消费者对牛肉安全性各属性的重要度、危害度和支付意愿。结果显示,消费者对等级（2.26）和价格（2.59）的重要度为2~3之间,意味着消费者购买牛肉时两者均不太重要;牛肉安全性标识和人体有害性评价中,对生产牧场（1.93）、绿色食品认证（1.89）和有机食品认证标识（1.65）的重要度比较高,对抗生素（1.83）、生长激素（1.81）的属性指标的平均统计量是2以下,说明消费者购买牛肉时,很重视安全性标识、抗生素和生长激素的残留问题。利用多项对数模型测定了延边黄牛肉的边际支付意愿（MWTP）,结果表明：对安全性标识的追加支付为3.05元/kg,对生长激素、抗生素和等级因素的追加支付分别为8.25、7.70和3.45元/kg。

This paper used optional conjoint analysis method and based on the random utility theory designed the selective experimental model and used questionnaire survey data to determine important degree of each attribute on the safety,harm degree and the willingness to pay of beef consumers.According to the results,consumers＇ importance for the level（2.26）and the price（2.59）between 2and 3,which means when consumer is buying beef both factors are not important.According to the beef safety identification and the evaluation of harmfulness for human body,the importantance degree of the pasture producement（1.93）,green food certification（1.89）and organic food certification mark（1.65）is high.For the attribute index of the antibiotics（1.83）,growth hormone（1.81）,the average statistics is below 2.Which means when consumer is buying beef,the safety identification,antibiotics and growth hormone residues is very important.Used multinomial logistic model to determine the marginal willingness to pay of the Yanbian yellow beef.Results showed that the additional payment for security identifier is3.05yuan/kg,the additional payment of growth hormones,antibiotics and factors were 8.25,7.70,and 3.45yuan/kg.