消费者对可追溯牛奶的溢价支付意愿及影响因素研究——基于拍卖实验法

A Study on Consumers’Willingness to Pay Premium for Traceable Milk and Its Influencing Factors--Based on the Auction Experiment Method

本文基于第二高价拍卖实验法,选取以大学生为主的198个消费者样本,对消费者支付可追溯牛奶溢价的意愿及影响因素进行研究。其中,借助二元Logistic模型与多元有序Logistic模型分别研究了影响消费者可追溯牛奶溢价支付意愿及影响消费者溢价程度的主要因素。结果表明,消费者对可追溯牛奶溢价的支付意愿受到家中是否有老人或小孩、关注健康程度的显著性影响;与其他因素相比,消费者的溢价程度受性别、老人或小孩、安全事故经历、购买经历的影响更为显著。针对研究结果,本文分别针对企业、政府层面提出了相关建议。

In this paper,based on the second high-price auction experiment method,a sample of 198 consumers,mainly college students,was selected to study consumers’willingness to pay traceable milk premium and the factors influencing it.Among them,the main factors influencing consumers’willingness to pay traceable milk premium and their degree of premium were investigated with the help of binary logistic model and multivariate ordered logistic model,respectively.The results show that consumers’willingness to pay for traceable milk premium is significantly influenced by the presence of elderly or children in the household and the degree of health concern;consumers’degree of premium is more significantly influenced by gender,elderly or children,experience of safety incidents,and purchase experience than other factors.In response to the study results,this paper makes recommendations for the enterprise and government levels,respectively.