营销科学学报 ›› 2015, Vol. 11 ›› Issue (3): 120-138.

• 论文 • 上一篇    下一篇

消费者支付意愿研究综述:以有机食品为例

徐迎军,尹世久,宋洪杰,吴林海   

  1. 徐迎军,曲阜师范大学经济学院,副教授,博士,E-mail: xuyingjun@vip.163.com。
    尹世久,曲阜师范大学经济学院,副教授,博士,E-mail: yinshijiu@163.com。
    宋洪杰,曲阜师范大学经济学院,硕士生,E-mail: hongjie2008@126.com。
    吴林海,通讯作者,江南大学江苏省食品安全研究基地(商学院)、江南大学食品安全与营养协同创新中心,首席专家,教授,博导,博士,E-mail: wlh6799@126.com。
  • 出版日期:2015-09-01 发布日期:2015-11-20
  • 基金资助:

    本研究得到国家社科重大招标项目(14ZDA069)、江苏省高校人文社科优秀创新团队建设项目(2013-011)、国家自然科学基金项目(71203122)、教育部人文社会科学研究青年基金项目(13YJC790169)和山东省自然科学基金项目(ZR2013GL002)的资助,特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

A Survey of Consumers’ Willingness to Pay: Taking Organic Food as an Example

Xu Yingjun, Yin Shijiu, Song Hongjie, Wu Linhai   

  1. Xu Yingjun, School of Economics, Qufu Normal University, Rizhao, 276826.
    Yin Shijiu, School of Economics, Qufu Normal University, Rizhao, 276826.
    Song Hongjie, School of Economics, Qufu Normal University, Rizhao, 276826.
    Wu Linhai, Food Safety Research Base of Jiangsu Province(School of Business), Jiangnan University, Wuxi, 214122.Synergetic Innovation Center of Food Safety and Nutrition, Jiangnan University, Wuxi, 214122.
  • Online:2015-09-01 Published:2015-11-20

摘要:

消费者支付意愿是市场研究的重要内容。本文以有机食品为例,对条件价值评估、选择实验、联合分析和拍卖实验等支付意愿数据收集方法以及离散选择模型、Tobit模型等数据分析工具进行了比较,考察了影响消费者支付意愿的主要因素,将其进行了系统归纳,并基于对现有文献的评析指出了该领域未来的研究重点。

关键词: 有机食品, 支付意愿, 影响因素, 研究进展

Abstract:

Consumers’ willingness to pay is an important part of the market research. Taking organic food for example, this paper analyzed and compared the main data acquisition methods of consumers’ willingness to pay, such as contingent valuation method, choice experiment, conjoint analysis and experimental auctions and the main data processing approaches such as discrete choice model and Tobit model. And then the paper investigated the main factors affecting the consumers’ willingness to pay and did a systematic summary. In the end, the future research emphasis was presented based on the evaluation and analysis of the existing relative research.

Key words: organic food, willingness to pay, influencing factors, research progress