本文選題：Hedonic模型 + 安全認(rèn)證型大米��； 參考：《湖南大學(xué)》2014年碩士論文

【摘要】：本文從消費(fèi)者視角出發(fā)，以安全認(rèn)證型大米為研究對象，在473份有效調(diào)查問卷的基礎(chǔ)上，利用Hedonic模型，探討安全認(rèn)證型農(nóng)產(chǎn)品的價(jià)格形成機(jī)制。通過對安全認(rèn)證型大米的特征束集進(jìn)行有效分解，考察粒形、雜質(zhì)含量等物理特征，彈性、口感等食味特征，免淘洗、營養(yǎng)成分等產(chǎn)品特征，保質(zhì)期、化肥農(nóng)藥殘留等安全特征，以及認(rèn)證標(biāo)志、QS認(rèn)證、HACCP體系等認(rèn)證特征之于消費(fèi)者效用的大小，以及各自對價(jià)格的增值貢獻(xiàn)度與市場隱含價(jià)格，進(jìn)而探討安全認(rèn)證型農(nóng)產(chǎn)品的價(jià)格形成機(jī)制。 研究結(jié)果表明：（1）整體而言，消費(fèi)者對安全認(rèn)證型大米的物理特征與食味特征評價(jià)良好，尤其是物理特征中的雜質(zhì)含量與光澤程度，食味特征中的彈性、芳香程度與口感帶給消費(fèi)者的效用較大，市場隱含價(jià)格較高，因而這些特征的改善有助于提高安全認(rèn)證型農(nóng)產(chǎn)品的價(jià)格。（2）保質(zhì)期、品牌等安全特征與ISO體系認(rèn)證特征的市場隱含價(jià)格不及雜質(zhì)含量、光澤程度等物理特征與口感、芳香度等食味特征，說明“美味”仍是是消費(fèi)者的核心需求。但同時(shí)人們也不再一味追求“美味”，而是愈加看重農(nóng)產(chǎn)品的安全特征與認(rèn)證特征這類隱性需求，如化肥農(nóng)藥殘留、品牌、認(rèn)證標(biāo)志、QS質(zhì)量安全認(rèn)證等，因此從這兩種需求上改善農(nóng)產(chǎn)品質(zhì)量，既能滿足消費(fèi)者需求，在產(chǎn)品適銷對路的情況下亦能為企業(yè)和農(nóng)戶帶來更大利潤。（3）大米等級、營養(yǎng)成分等產(chǎn)品特征之于消費(fèi)者的效用不大，在大米特征束集中并不是主要構(gòu)成部分，因此產(chǎn)品特征的優(yōu)化對價(jià)格增幅空間的作用有限。另外，，目前我國農(nóng)產(chǎn)品市場還存在較為嚴(yán)重的信息不對稱，尤其是化肥農(nóng)藥殘留方面，致使該具體安全特征對消費(fèi)者效用產(chǎn)生較大的影響，化肥農(nóng)藥殘留度的降低將有效提升產(chǎn)品價(jià)格，因而安全認(rèn)證型農(nóng)產(chǎn)品“優(yōu)質(zhì)優(yōu)價(jià)”仍是未來我國農(nóng)產(chǎn)品市場發(fā)展的客觀規(guī)律。（4）我國消費(fèi)者因知識構(gòu)成等因素對于安全認(rèn)證型農(nóng)產(chǎn)品的認(rèn)知水平存在較大差距，因此提高消費(fèi)者認(rèn)知水平與信任度，挖掘潛在消費(fèi)意識，對于提高安全認(rèn)證型農(nóng)產(chǎn)品的市場溢價(jià)十分有必要。
[Abstract]:Based on 473 valid questionnaires and Hedonic model, this paper discusses the price formation mechanism of safety certified agricultural products from the perspective of consumers. Through the effective decomposition of the characteristic bundle set of the safety certified type rice, the physical characteristics, such as grain shape, impurity content, elasticity, taste, etc., the characteristics of food taste, product characteristics such as non-washing, nutrition, etc., the shelf life, etc., were investigated. Safety features such as chemical fertilizer and pesticide residues, and the size of certification features such as QS certification / HACCP system to consumer utility, as well as their respective value-added contribution to prices and implied market prices, Furthermore, the price formation mechanism of safety certification agricultural products is discussed. The results show that, on the whole, consumers have a good evaluation of the physical characteristics and taste characteristics of the safety certified rice, especially the content of impurities and the degree of luster in the physical characteristics, and the elasticity of the taste characteristics. The degree of aromaticity and taste bring consumers more utility and the market implied price is higher, so the improvement of these characteristics can help to increase the price of safety certified agricultural products. The market implied price of safety features such as brand and ISO system certification is less than that of impurity content, luster and other physical features and taste, aroma and other flavor features, indicating that "delicious" is still the core demand of consumers. But at the same time, people no longer blindly pursue "delicious", but increasingly attach importance to the safety characteristics and certification characteristics of agricultural products such as hidden needs such as chemical fertilizer and pesticide residues, brands, certification marks, QS quality and safety certification, etc. Therefore, improving the quality of agricultural products from these two kinds of demand can not only meet the needs of consumers, but also bring greater profits to enterprises and farmers in the case of marketable products. Product characteristics such as nutritional components have little effect on consumers and are not the main components in rice feature bundles, so the optimization of product characteristics has a limited effect on the price increase space. In addition, there are still serious information asymmetries in the agricultural product market in our country at present, especially in the area of chemical fertilizer and pesticide residues, which makes this specific safety feature have a greater impact on consumer utility. A reduction in the residue of chemical fertilizers and pesticides will effectively raise the price of the product. Therefore, the "high quality and high price" of safety certified agricultural products is still the objective law of the development of agricultural products market in the future. (4) there is a big gap between the cognitive level of safety certified agricultural products in our country because of factors such as knowledge composition. Therefore, it is necessary to improve consumers' cognitive level and trust level and tap potential consumption consciousness for raising the market premium of safety certified agricultural products.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F224;F323.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郭麗華;;試論農(nóng)產(chǎn)品價(jià)格構(gòu)成及其改善[J];生產(chǎn)力研究;2006年03期

2 鄭軍婷;;淺議綠色農(nóng)產(chǎn)品的價(jià)格策略[J];商場現(xiàn)代化;2007年29期

3 馬思新,李昂;基于Hedonic模型的北京住宅價(jià)格影響因素分析[J];土木工程學(xué)報(bào);2003年09期

4 金海水;梁敏;;發(fā)達(dá)國家農(nóng)產(chǎn)品價(jià)格形成機(jī)制比較[J];商業(yè)時(shí)代;2013年07期

5 唐學(xué)玉;李世平;姜志德;;安全農(nóng)產(chǎn)品消費(fèi)動機(jī)、消費(fèi)意愿與消費(fèi)行為研究——基于南京市消費(fèi)者的調(diào)查數(shù)據(jù)[J];軟科學(xué);2010年11期

6 蔣一軍，龔江輝;異質(zhì)商品價(jià)格指數(shù)與Hedonic方法[J];中國統(tǒng)計(jì);1996年04期

7 彭邁;;日本農(nóng)產(chǎn)品價(jià)格形成機(jī)制及其啟示[J];中國物價(jià);2009年07期

8 楊萬江,李劍鋒;城鎮(zhèn)居民購買安全農(nóng)產(chǎn)品的選擇行為研究[J];中國食物與營養(yǎng);2005年10期

9 韓青;;消費(fèi)者對安全認(rèn)證農(nóng)產(chǎn)品自述偏好與現(xiàn)實(shí)選擇的一致性及其影響因素——以生鮮認(rèn)證豬肉為例[J];中國農(nóng)村觀察;2011年04期

10 靳明;趙昶;;綠色農(nóng)產(chǎn)品消費(fèi)意愿和消費(fèi)行為分析[J];中國農(nóng)村經(jīng)濟(jì);2008年05期

相關(guān)博士學(xué)位論文 前2條

1 尹世久;基于消費(fèi)者行為視角的中國有機(jī)食品市場實(shí)證研究[D];江南大學(xué);2010年

2 仇立;基于綠色品牌的消費(fèi)者行為研究[D];天津大學(xué);2012年

本文編號：1953118