消费者对地理标志农产品支付意愿及其影响因素研究——基于消费者行为心理因素的分析框架及实证检验

本文基于消费者行为心理角度,利用可能会影响消费者地理标志农产品"地域"属性支付意愿的心理因素和外部产品线索等构建的分析框架,实证研究了影响我国消费者地理标志农产品"地域"属性的支付意愿及其影响因素。通过因子分析和二元Logit模型进行的回归分析,结果显示:消费者的情感偏好和对地理标志产品的认知状况对"地域"属性支付意愿为正,消费者心理倾向和风险偏好等心理压力因素影响消费者对地理标志农产品"地域"属性的支付,符号为负,统计上均显著。产品外部线索、城乡差别、地理区位等因素对地理标志农产品"地域"属性的支付意愿统计上不显著。

Consumer's Willingness to Pay considering Geographical Indication Produce and the Influential Factors——from the Perspective of Consumer's Behavioral and Psychological Factors and Positive Examination

This article makes a positive study of the factors that may influence Chinese consumers′ willingness to pay with geographical attributes of geographical indication produce in terms of the consumers′ behavior psychology and external product cues.The factor analysis and binary Logit model regression analysis show that the emotional preferences and the cognitive status of consumers considering their willingness to pay in terms of geographical indication produce of geographical attributes is positive,while the psychological pressure of consumer and risk appetite factors are negative,which are all statistically significant.Product extrinsic cues,differences between urban and rural areas,geographical location and other factors on willingness to pay to the "region" attributes of the geographical indication produce are not statistically significant.