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本文采用让受访问者做选择题的办法,研究来自农业的食品品质特性与消费者支付意愿的关系,目前这些食品在瑞典还没有销售。数据是通过大规模的邮件调查获得的,同时用一个随机参数的Logit模型来估计。我们的结果表明:同一产品和相同特性,消费者的支付意愿均存在差异。不同产品间为品质特性排序时也是这样。而且,我们还发现可能以转基因作物作为饲料的动物食品市场上表现不力。最后,我们的结论支持被称作“cheap-talk”的研究方法能有效地减小选择试验地的外在误差。在食品行业冲,我们的结论对产品差别化战略的构建和对食品政策的形成等方面十分有用。
In this paper, interviewees are asked to make multiple-choice questions to study the relationship between the qualities of food from agriculture and consumers’ willingness to pay. At present, these foods have not been sold in Sweden. The data was obtained from a large-scale mail survey and was estimated using a Logit model with random parameters. Our results show that consumers have different willingness to pay for the same product and the same characteristics. The same is true when ordering different products for quality characteristics. Moreover, we also found that animal foods that may use GM crops as a feed have not performed well on the market. Finally, our conclusion supports that the research method called “cheap-talk” can effectively reduce the external error of the chosen test site. In the food industry, our conclusion is very useful for the construction of product differentiation strategy and the formation of food policy.